Marketplace opts for radical new brand tracker from Blauw
The brand tracker, for years the tool to measure your brand strength. Marketers have a 'love-hate' relationship with it. And the rest of the organization does not really understand what top of mind brand awareness actually says about sales. After all, the classic brand tracker is unrelated to any buying situation. Time for a tracker that offers concrete tools to really move the brand forward.
Challenge
Rhyme
We have known for some time that the brand tracker in its current form is losing value. Marketers indicate that the results do not provide enough guidance to adjust messages, channels or media pressure. Moreover, the results of the brand funnel often do not rhyme with an organization's online performance: conversion rates and search behavior. Brand builders in the organization lose support.
Blauw therefore decided last summer to radically overhaul the brand tracker. Consumer behavior is central and forms the starting point of the measurement tool. We turn the funnel upside down, so to speak.
Vision
Solution
Bold moves
Marktplaats was our first client who dared to say goodbye to the old, familiar tracker. In fact, Marktplaats necessarily didn't want what it always had. Together we developed the measurement tool further. Marktplaats now gets insight into the location of the brand during the entire selection process. Whether it's a used car, or a daily offer. Marktplaats knows if and when it was in the consumer's view, and at what point in the process it was trounced by its competitors.
Moreover, with the ideas of Byron Sharp (author 'How Brands Grow') in mind, we said goodbye to image statements. Annemarie Joosen, Director of Marketing: 'We know that people know us and like us, but it doesn't say very much about what they come to us for'. Instead, we look at buying situations, the situations in which people ideally think of your brand - Sharp calls these 'Category Entry Points', and the recognizable brand elements, such as color, logo and icons - 'Distinctive Brand Assets'.
Result
One language
As we continue to develop the measurement tool, Joosen prepares the organization. The various teams learn about the thoughts behind the measurement model and the composition of the new metrics at a manageable pace. The bridge is built between digital (sales), product development and activation. Parts of the organization that need to learn to speak each other's language even better. A nice bonus for Annemarie: the tool also fits better with the language of management. No one has to defend the vague concept of TOM brand awareness anymore. We are talking about sales.
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Branding & Communication
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