According to the brand experience and marketing experts at VMLY& R, firebrand equity is built on four pillars 😛 TAGEND
Brand purveyors fight every day to move the dial on these factors. But often, these efforts fail to leverage one of the most powerful tools for building brand equity–the regional franchisee, reseller, marketer, or worker.
It’s not that branding experts don’t intuitively comprehend the effects their local purveyors can have. Preferably, it’s logistical hurdles that get in the way. Local marketers are too hard to reach, or corral, or backing, or whatever.
But if you take the time to overcome what I would suggest are relatively flimsy barriers, your local purveyors can provide an enormous boost to brand equity in all the dimensions that matter the most.
Let’s take a look at some examples of how this can happen, one “pillar” at a tie.
As the experts at VMLY& R see it, brands have the opportunity to set themselves apart in the process of creating huge knows. Regional purveyors can bring that ordeal to life in ways that exactly aren’t possible from HQ.
You can see this, often, when neighbourhood purveyors take the concept for a publicity and then execute it locally in a unique and memorable method–so memorable, it morphs from a marketing campaign to a culture event.
Chick-fil-A’s “Daddy Date Night” event: 11 times and still extending strong.
One of the best instances I’ve ever seen of this is the “Daddy Date Night” legend at Chick-fil-A.
This concept didn’t originate in a brainstorming hearing in the marketing department. It began nearly a dozen years ago, because a single franchisee, Jeff Rouse in Olathe, Kansas , wanted to create an opportunity for leaders and daughters to share time together in a amusing and memorable way.
That one effort, recognized by the brand and then shared as a best practice with 2,300 other locations nationwide, has made on a life of its own. Each time, hundreds of Operators( as Chick-fil-A franchisees are affectionately known) open their own Date Night affairs. And every time they do, its own experience exemplifies and reinforces the company’s mission to be a part of its customers’ lives and the communities in which they serve. It’s a penetration of connection that other fast-food chains merely don’t seem to be able to match–and a differentiator compiled concrete and real, accumulation by storage and story by story.
What can brand strategists take from this illustration?
First, lean in and listen to what your regional purveyors are doing with your label. Sometimes, this will highlight the need for coaching or further subscribe. But just as often, it can reveal pearls that you can pick up, polish and then share–through your DAM or distributed marketing platform–as a best practice.
Second, keep in mind that not all label impress are equal. In-store and near-store platforms have the ability to influence purchase in a way that mass-media procedures can’t match.
Third, remember that brand-consistency at the local level is key. As you give your neighbourhood marketers greater freedom to innovate and differentiate, remember to also insulate them from the possibility of inadvertent brand damage. This disappears for everything from firebrand fonts and colorings, to proper( and appropriately licensed) photography, to adequate clearspace in different regions of the label logo.
In their September 2019 “Brand Relevance Index”, commerce consultant Prophet explained that “brands with a maniacal focus on addressing customer needs and pain parts win the day.”
With their proximity and day-to-day interactions, neighbourhood marketers are logically and physically positioned to be the undisputed world champs of client preoccupation. That’s why brands intent on maintaining their relevance take care to provide the tools and materials that local purveyors need to deliver on that obsession.
Read more: pica9.com