BRANDGENIUS®: Where is the real value in your brand?
Most companies have creative ideas and then measure the impact. Few identify the best opportunities first, and then focus creatively on them.
Most innovation is blind, and therefore fails to deliver the best results. Few companies realise the potential of brands, their most valuable assets.
Brand innovation can take many forms … new markets, new positioning, new audiences, new applications, new identity, new products, new services, new channels…
The point is to first understand where the value is, in your brand, in portfolio, in your market. Then focus innovation on unlocking the best opportunities.
BRANDGENIUS® is a service bought to you by Brand Finance and The Genius Works.
The challenge to Innovate
Markets are incredibly complex and competitive
• Competitive intensity has tripled in most markets
• Typical segmentation models now have 400 clusters
• Product lifecyles have reduced by 70% over last decade
Customers are much more powerful than ever
• Consumers now receive 1500 messages per day
• 54% of consumers have registered for “do not call”
• Purchase decisions are typically made in 2.6 seconds
Shareholders demand higher, faster returns
• Intangible assets make up 70% of Fortune 500 value
• 60% of brand investment impacts future years
• Investment timeframes have fallen to 9 months
The yin and the yang
Thinking intelligently and creatively
• Where are the most profitable opportunities
• How to unlock the real value of your brands?
• Which products and customers to focus on?
Balancing market and business impact
• How to develop compelling and profitable propositions?
• What is the optimal channel and communication mix?
• How to price for profitability and volume?
Delivering short and long-term performance
• Where to allocate budget and resources for best return?
• What is the economic value of brands and innovation?
• How to report performance to shareholders?