The Brand InterrogatorA Marketers’ Tool For A Social World
AILING
A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?
Section A
HEALTHY
Interrogations are seldom pleasant
so they’re avoided.
But the longer they’re avoided,
the more necessary they become.
You see, brands are like people: they need constant care or they fall sick.
They require:
an owner,
a champion,
and a guardian.
Today’s consumers can now be your
greatest advocates – or your worst
nightmare.
Moreover, the marketplace has
changed so much.
AMMUNITION
Section
B
A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?
creating the ‘work’...
Okay, so your agency is working hard,
But are they equipped
with the ammunition they need?
This is the job before the brief
a reality check based
on
six major brand
checkpoints
ProductDifferentiation
BrandEthos Discussion
ListeningExperiencesGeography
The
Social
A VIOLENT WARNING
A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?
Section C
The time for gentle reminders has long since come and gone.
As a brand guardian, if you’re not asking these questions,
who is?
interrogate your brand,
Therefore:
be proactive in evaluating its equityand use this info to develop a plan.
Failing to act, after all, is failure.However, there is good news: this is an opportunity to empower everyone.Failing to act
after all, is failure.
However, there is good news:
this is an opportunity to empower everyone.
HOW?
A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?
Section D
Examine each box in the following categories with a mind’s eye on your brand.
Brand EthosProduct DifferentiationThe DiscussionGeographyExperiencesSocial Listening
123
4
5
6
ProductDifferentiatio
n
ProductDifferentiatio
n
ProductDifferentiatio
n
ProductDifferentiatio
n
ProductDifferentiatio
n
BRAND
FINAL SECTION
INTERROGATIONFINDINGS
The dialogue, discussionand experience aren’t linear.
Finding 01
The experience is more than just functional and emotional.
Finding 02
Brands that trigger multiple associations and levels of meaning are the ones that are most powerful.Finding 03
Successful brands become an important part of our lives.
Finding 04
Brands nobody cares about fade off into obscurity – along with their brand
owners.
Finding 05
Written by: Alexander Patterson
A Marketers’ Tool For A Social World
The Brand Interrogator