Brand proposition optimisation

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Answer - 30 minutes in elapsed time, 5 minutes per customer. Using e-survey technology, you could publish a survey at 11:00 a.m., and have all the information you need, already analysed, by 11:30 a.m. - 30 minutes later. We know. We have done it!

Key action points

This tool links to a magic 5 Internet-minute survey template that will allow you to collect the data to tell you:

• what drives your brand
• what drives your competitors’ brands
• which propositions you own, and how important they are
• which propositions are open for you to take

There are three critical issues you need to address in brand marketing:

1. which customers you target
2. what your proposition is
3. where to get the money from to build your brand

then there are lots of smaller decisions, because the devil is always in the detail.

We are not proposing to find the money for you, but this tool (plus either the real data, or some good guessing) will take care of the other two critical issues.

In more detail ....

Our Brand Proposition Optimisation Calculator is based on three assumptions:

1. that the same people behave more differently in different situations than do different people in the same one. All brand research should be conducted in the context of a specific situation.

2. that people are good at knowing what they like and dislike, but very poor judges of what is important to them. Importance scores should always be derived, typically using statistical correlation.

3. that each brand has its own set of drivers whose importance is specific to that brand. There are no universal importance ratings. Importance scores should be derived for each brand separately, typically using statistical correlation.

So, if you use the "Value proposition - branded" spreadsheet, you can follow these principles:

1. derive an importance score for each attribute for each brand, by correlating the performance score with a desired outcome - purchase or loyalty
2. add in the performance score for each attribute for each brand, and the spreadsheet will calculate the likely winner
3. model alternative results by adjusting either importance or performance scores for a brand (or brands)

If you prefer the traditional approach, you can use the "Value proposition - standard" spreadsheet, you can follow these principles:

Or you can do both, and compare approaches.

This tool also includes other analyses you can conduct, based on the Better-than-guessing™ Brand Proposition & Tracking survey tool:

• Brand Power: analysing your stature, intimacy and awareness scores
• Staircase: looking how you build the brand from awareness through to only brand purchased
• Loyalty: assessing your conversion efficiency between awareness and purchase, and between purchase and loyalty

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