Increasing brand strength and reach
A recent study conducted in partnership with META found a significant cumulative impact on long-term sales uplift from Brand Building campaigns. ‘The Long and the Short of Media Effectiveness’ covered a set of six key Tech and Durables categories and 24 brands, finding 76% of sales uplift was driven by long-term campaigns.”
To surface the insights needed to craft a legendary brand strategy, marketers must switch gears: from finding differences between segments that pull consumers apart to focusing on similarities across segments that unite them.
These common themes are not identified via a market average. Instead, marketers must use segmented results to embrace and respect each consumer group’s diversity. The next step? Find connected themes that consumers resonate with universally across segments.
The significant impact on long-term sales uplift is due to three aspects of brand building: Through repetitive lasting messages, successful brand building inflates the perceived size of the brand, making it more memorable in the future buying moment; emotional and culturally relevant messaging effectively captivates consumers’ attention; and messages have universal appeal, widening the net to maximize sales from everyone, everywhere.
Broadening brand reach from center to periphery creates clear associations to a wider space of relevant category entry points that helps to win consumers’ future purchases.
Instead of treating segments in isolation, Growth Architect looks for upscaling opportunities for targeted activation by considering the appeal in neighbor segments. This helps brands to enrich their targeted efforts with topics of broader appeal that communicate efficiently to a future target audience.
Discovering themes that consumers across segments value can deliver a net-positive impact across the market. Building a brand famous for its purpose and values, by aligning the brand WHY with where consumers see value, generates a higher brand worth.
Keep sight of the bigger brand picture to deploy an effective brand-building strategy that leverages segmentation and delivers long-term growth. How? In four steps:
Link themes to business strategy and short-term activations to ensure strategy alignment and consistency. Bring the brand strategy into action through repeated reinforcement of consistent messages in every touchpoint.