How To Measure The Effectiveness Of Branding
Summary
TLDRIn this video, branding expert Marty Neumayer discusses how to measure branding effectiveness using the 'Brand Ladder' formula. The ladder consists of four levels: satisfaction, where customers are content; delight, where they are so pleased they tell others; engagement, where customers feel a strong connection and loyalty; and empowerment, where the brand significantly impacts the customer's life. Tracking movement up this ladder can indicate a brand's success.
Takeaways
- 📏 Branding effectiveness can be measured in terms of ROI, contrary to traditional beliefs that it's immeasurable.
- 📊 Engagement with customers is a key metric for measuring branding effectiveness, and it can be tracked year over year.
- 📚 Marty Neumayer's book 'The Brand Flip' provides a formula for measuring brand engagement through the Brand Ladder concept.
- 🔝 The Brand Ladder starts with 'satisfaction' at the bottom, indicating customers are content with the company and its offerings.
- 🤩 'Delight' is the next rung on the ladder, where customers are so pleased they actively share their positive experiences.
- 🔗 'Engagement' signifies customers feel a strong connection with the brand, often leading to loyalty and advocacy.
- 🛍 'Automatic repurchase' is an indicator of delight where customers are eager to buy new products from the brand.
- ❤️ 'Emotional attachment' is a deeper level of engagement where customers feel a strong emotional bond with the brand.
- 👥 'Sense of belonging' is where customers identify with the brand's community or tribe.
- 💪 'Empowerment' is the top of the ladder, where customers feel that the brand is essential to their success or happiness.
- 📈 Tracking how many customers move up the Brand Ladder can help measure the overall success of a brand.
Q & A
What is the traditional belief about measuring the effectiveness of branding?
-Traditionally, people believe that branding effectiveness cannot be measured because it is too soft and amorphous.
How does Marty Neumayer suggest measuring the effectiveness of branding?
-Marty Neumayer suggests measuring branding effectiveness through customer engagement, which can be tracked year over year.
What is the name of the formula Marty Neumayer introduces in his book for measuring branding effectiveness?
-The formula introduced by Marty Neumayer in his book is called the 'Brand Ladder'.
What is the first level of the Brand Ladder according to Marty Neumayer?
-The first level of the Brand Ladder is 'satisfaction', where customers are satisfied with the company and its products.
What does the next level 'delight' on the Brand Ladder signify?
-The 'delight' level signifies when customers are pleasantly surprised by the quality of a product or service and are inclined to tell their friends.
How is 'engagement' defined in the context of the Brand Ladder?
-Engagement refers to customers who feel a strong connection to the brand and express a desire to belong to the brand community, such as identifying as an 'Apple person'.
What are the three indicators of engagement mentioned by Marty Neumayer?
-The three indicators of engagement mentioned are automatic repurchase, emotional attachment, and a sense of belonging.
What is the highest level on the Brand Ladder and what does it represent?
-The highest level on the Brand Ladder is 'empowerment', representing customers who feel that the brand has significantly improved their lives.
How does Marty Neumayer emphasize the importance of moving customers up the Brand Ladder?
-Marty Neumayer emphasizes that the goal is to see how many customers have moved up to the top of the Brand Ladder, indicating the overall success of the brand.
What does Marty Neumayer mean when he says 'you don't buy brands, you join them'?
-When Marty Neumayer says 'you don't buy brands, you join them', he means that customers become part of the brand community and feel a sense of belonging and loyalty to it.
How does Marty Neumayer's approach to branding effectiveness differ from traditional views?
-Marty Neumayer's approach differs from traditional views by providing a tangible method to measure branding effectiveness through customer engagement levels and the Brand Ladder.
Outlines
📊 Measuring Branding Effectiveness
In this video script, Marty Neumayer, a branding expert, discusses the importance of measuring branding effectiveness and dispels the myth that it cannot be quantified. He introduces the concept of the 'Brand Ladder' from his book 'The Brand Flip' as a method to gauge customer engagement and brand reputation. The ladder consists of four levels: satisfaction, where customers are content with the company's offerings; delight, where customers are pleasantly surprised and share their positive experiences; engagement, where customers feel a strong connection and loyalty to the brand; and empowerment, the highest level, where customers feel they cannot live without the brand and it significantly impacts their lives. Neumayer emphasizes the need to track how many customers ascend the ladder to measure the brand's overall success.
Mindmap
Keywords
💡Branding
💡ROI
💡Engagement
💡Brand Ladder
💡Satisfaction
💡Delight
💡Empowerment
💡Repurchase
💡Emotion Attachment
💡Belonging
💡Brand Flip
Highlights
Branding effectiveness can be measured in terms of ROI.
Traditionally, branding was considered immeasurable due to its 'soft' nature.
Branding can be quantified through customer engagement over time.
The Brand Flip book introduces a formula for measuring branding effectiveness.
The Brand Ladder is a tool for measuring how people regard a company.
Satisfaction is the base level of the Brand Ladder, indicating customer contentment.
Delight is the next level, where customers are pleasantly surprised and share their experience.
Engagement is where customers feel a strong connection and loyalty to the brand.
Automatic repurchase indicates a high level of engagement.
Emotional attachment is a sign of deep customer-brand connection.
A sense of belonging is key to customer engagement.
Empowerment is the top level of the Brand Ladder, where the brand significantly impacts a customer's life.
Branding success is measured by the number of customers who reach the top of the Brand Ladder.
Branding effectiveness can be tracked through customer satisfaction.
Delight can be measured by customers' willingness to recommend the brand to others.
Engagement is shown by customers' love for the company and a sense of belonging.
Empowerment changes the customer's life or makes it significantly better.
The interview concludes with a summary of the key points discussed.
Transcripts
hey y'all well you're about to watch the
cut down from a livestream interview
with branding master Marty Neumayer and
in this video he explains how the
effectiveness of branding can be
measured stay tuned to hear what his
formula is on how to measure it how do
you measure the effectiveness of
branding in terms of ROI traditionally
people say you can't you can't measure
it because it's too soft it's it's it's
too amorphous but you can measure it in
terms of engagement with with customers
and you can measure that from year to
year and it's cheap and it's almost free
to do any company wants to do it my book
the brand flip has a really good formula
for that and it's called the brand
ladder and it mu it measures how people
regard your companies so how your
reputation is doing so Chris what's at
the bottom of the ladder bottom of the
ladder is satisfaction right so our
customers satisfied with with the
company and what they put out well
that's a pretty low bar these days right
yes satisfied means yeah they did what
they do and you know I you know maybe I
buy it again and then from there you go
up to what the next step up is delight
delight
so delight is when you're going wow I
didn't know it'd be this good this is
really cool and I'm gonna tell my
friends all right so you can measure
that and the next one is engagement
engagement so an engagement you're like
there's a customer going I love this
company and I really feel like I belong
with this brand with this I love this
product let's say Apple I really an
Apple person I really I just buy
everything they come out with because I
know it's gonna be good I just even if I
I've never even thought of that before
that category you know here comes an
Apple watch I didn't even know I wanted
to watch I'm gonna get it right so
that's an engaged customer then from
there you have three things that are
engagement I want to point out to them
automatic repurchase is how you can tell
you abused with that question they
launched a new thing I'm in I'm bought
in the emotional attachment you've
talked about this in many of your books
about how when Steve Jobs passed away
there was like vigils and people were
like crying and just eulogies and all
kinds of stuff there was an emotional
attachment you don't feel that way about
a lot of companies and the sense of
belonging like I am an apple tribe guy
and I know my PC friends I'm a Christian
tribe guy right I like that it's yeah
and so what you're doing though is
you're going beyond that your your at
the top level yes here we are the top
the top of the brand ladder is
empowerment so that's where as someone
who's joined the brand which is what you
do with brands you don't buy them you
join them it's saying I don't know what
I would do without Chris Chris doe
helping me understand all this stuff I
mean I wouldn't be making as much money
it wouldn't be as happy I'm I'm totally
bought and my life wouldn't be as good
if you took that brand away from me so
that's that's at the very top um and the
and your customers are gonna be at all
these different levels but you want to
see how many have moved up to the top so
that's a way to measure the overall
success of the brand to recap branding
effectiveness can be measured through
customer engagement and his formula for
this was the brand ladder the four
levels were satisfaction is a customer
satisfied with the company and what they
put out delight it's so good that they
tell people engagement they feel love
for the company in a sense of belonging
and empowerment and it's changed the
customers life or it wouldn't be as good
that's it for me guys I'm Jonah see
y'all next time
I'm not in shape to talk to the camera
Weitere ähnliche Videos ansehen
5.0 / 5 (0 votes)