ABOUT BRAND RECKONING(TM)
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Dead
reckoning is the navigational process used by sailors for thousands of
years. It helps to determine one's current position based upon a previously
determined position, or fix, and advances that position based upon known
speed,
elapsed time, and course.
Similarly, Brand Reckoning(TM) helps
to determine what target audiences already think of your product or
service, how those opinions were formed and what,
if anything, needs to be done to continue building a positive opinion
among those audiences.
By analyzing your
target audiences’
past experiences or “touch-points” with
your brand, Brand Reckoning(TM) can then advance the brand
in logical ways based on a simple “where we are now and where
do we want to go” model.
For all intents and purposes, this
is an audit of all of the places and mediums in which your target audiences
have come in contact with
your organization.
Through this process, companies
define exactly where their brand should be (e.g. what a company would like
their target
audience
to think of
them) and
what experiences people should be having with a specific product
or service. Most importantly, Brand Reckoning(TM) helps
companies shape the opinions of their audience in logical and
incremental ways.
In short, Brand Reckoning(TM) helps:
• Clearly define your target audiences.
• Gather information about their wants, needs and expectations
regarding your product or service.
• Analyze how your marketing and communications (i.e. “touch points”),
to this point, have affected the wants, needs and expectations of your
target audiences.
• Plot or affirm the clear, consistent course your brand should
take in order to effectively capture your target audience.
In
this way, the Brand Reckoning(TM) process not only
will help shape all future communications and advertising
about a product
or service, it may actually
help reshape the product or service itself.
For more information
about Brand Reckoning(TM) or
to make an appointment with
The M Network, simply call 305.571.1455.
