{"id":1941,"date":"2012-02-08T23:27:00","date_gmt":"2012-02-08T23:27:00","guid":{"rendered":"http:\/\/www.leonorapolonsky.com\/food-for-thought\/whats_more_important_your_car_or_your_brand"},"modified":"2012-02-08T23:27:00","modified_gmt":"2012-02-08T23:27:00","slug":"whats-more-important-your-car-or-your-brand","status":"publish","type":"post","link":"https:\/\/csmhosted.com\/lpa_archive\/?p=1941","title":{"rendered":"What&#8217;s More Important? Your Car or Your Brand?"},"content":{"rendered":"<p>Most of us believe in &ldquo;annual check-ups&rdquo;. We visit our Docs for annual check<span>&#8211;<\/span>up<span>s<\/span>. We&nbsp;<span>have<\/span>&nbsp;our cars&nbsp;<span>serviced<\/span>&nbsp;every 10,000 miles. We&rsquo;re on tilt, but we pause for these check-ups. After all, early detection can be life-saving.<\/p>\n<p>What about our Brands? Do we step back from daily fires to systematically assess their Health? In <a href=\"http:\/\/www.training-vanzari.ro\/wp-content\/uploads\/2008\/11\/Brand-Report-Card.pdf\" target=\"_blank\">&ldquo;The Brand Report Card&rdquo; <\/a>(HBR), Tuck Professor Keller suggests tools\/approaches to ensure a good long-term prognosis:<\/p>\n<ul>\n<li>Brand Report Card: Grade across 10 indicators (e.g. &#8211; Consistency, Sensible Hierarchy, Relevance).<\/li>\n<li>Brand Inventory:&nbsp;&ldquo;A look in the mirror&hellip; [at] the stuff you send out into the world&rdquo; &ndash; C. Grams, Former Red Hat Exec (see photo);&nbsp;Consider full spectrum of what consumer&rsquo;s see\/experience.<\/li>\n<li>Brand Exploratory: Wide net immersion in consumers&rsquo; Brand associations<\/li>\n<\/ul>\n<div>\n<\/div>\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"\/lpa_archive\/blog_images\/image001.jpg\" style=\"border-style: initial; border-color: initial; width: 393px; height: 294px; border-color: initial;        border-width: 0px;border-style: solid;\" alt=\"brand inventory\" \/>\n<\/div>\n<div style=\"text-align: center;\">\n<\/div>\n<p>Regardless of what you call them (Check Ups, Health Checks, Audits), these &ldquo;step backs&rdquo; can be lifesaving for your Brand. A few suggestions for great outcomes:<\/p>\n<ol>\n<li><span style=\"text-decoration: underline;\">Focus on long-term Brand Health using&nbsp;agreed criteria and metrics.<\/span> Having an actionable segmentation and clear target is critical. But how do we know if our segmentation and target are good enough?<\/li>\n<li><span style=\"text-decoration: underline;\">Focus on discovery and dialogue, not scores.<\/span><\/li>\n<li><span style=\"text-decoration: underline;\">Have a meeting<\/span>&nbsp;to create a date with destiny that elevates focus on this &ldquo;important, not urgent&rdquo; work. Meeting&nbsp;&ne;&nbsp;Dog + Pony Show.<\/li>\n<li><span style=\"text-decoration: underline;\">Leverage diversity of perspectives to drive objectivity and alignment.<\/span>&nbsp;Include Top Execs, Functional Leaders, Agency and Regional leaders, internal\/external objective experts.<\/li>\n<li><span style=\"text-decoration: underline;\">Timing Matters.<\/span> Schedule to maximize&nbsp;actionability.<\/li>\n<\/ol>\n<p><span>Little to lose. Much to gain. Why not do Brand Check Ups?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most of us believe in &ldquo;annual check-ups&rdquo;. We visit our Docs for annual check&#8211;ups. We&nbsp;have&nbsp;our cars&nbsp;serviced&nbsp;every 10,000 miles. We&rsquo;re on tilt, but we pause for these check-ups. After all, early detection can be life-saving. What about our Brands? Do we step back from daily fires to systematically assess their Health? In &ldquo;The Brand Report Card&rdquo; [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1941","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1941","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1941"}],"version-history":[{"count":0,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1941\/revisions"}],"wp:attachment":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1941"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1941"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1941"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}