Comments on: Great Expectations: Brand Building and ROI http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/ Just another WordPress weblog Sun, 05 Sep 2010 22:56:35 -0700 http://wordpress.org/?v=2.8.5 hourly 1 By: Cheryl Andonian aka Momblebee http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/comment-page-1/#comment-331 Cheryl Andonian aka Momblebee Mon, 07 Dec 2009 00:30:34 +0000 http://momblebee.com/blog/?p=449#comment-331 Ian, Thanks for stopping by and adding your comments. Cheryl Ian,
Thanks for stopping by and adding your comments.
Cheryl

]]> By: Ian Greenleigh http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/comment-page-1/#comment-330 Ian Greenleigh Sun, 06 Dec 2009 19:59:25 +0000 http://momblebee.com/blog/?p=449#comment-330 Brand building is always long term and less measurable by common metrics, but no less important! Brand building is about trust--and that's something that's hard to assign ROI to. But make no mistake about it, with trust comes ROI. Good post, thanks. Brand building is always long term and less measurable by common metrics, but no less important! Brand building is about trust–and that’s something that’s hard to assign ROI to. But make no mistake about it, with trust comes ROI. Good post, thanks.

]]> By: Cheryl Andonian aka Momblebee http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/comment-page-1/#comment-326 Cheryl Andonian aka Momblebee Thu, 03 Dec 2009 20:45:24 +0000 http://momblebee.com/blog/?p=449#comment-326 Tad, This post came as the result from a recent conversation with a client of mine for whom I did some promotional work. There were only a few direct sales as a result of my promotional campaign (so far), however the it did generate some significant new traffic to the company's site, and started some buzz on the Internet. But because dollars didn't show up as direct and immediate result (note *immediate*), my client felt disappointed. I tried to explain that this was more an exercise in initiating a brand building campaign rather than a direct sales campaign, but alas, I couldn't seem to make him understand that brand building is a longer term commitment than making a few sales. Without that understanding, I fear his new brand will never get to the level that he hopes it will. Thanks for adding your perspective. - Cheryl Tad,

This post came as the result from a recent conversation with a client of mine for whom I did some promotional work. There were only a few direct sales as a result of my promotional campaign (so far), however the it did generate some significant new traffic to the company’s site, and started some buzz on the Internet. But because dollars didn’t show up as direct and immediate result (note *immediate*), my client felt disappointed. I tried to explain that this was more an exercise in initiating a brand building campaign rather than a direct sales campaign, but alas, I couldn’t seem to make him understand that brand building is a longer term commitment than making a few sales. Without that understanding, I fear his new brand will never get to the level that he hopes it will. Thanks for adding your perspective.
- Cheryl

]]> By: Tad Dobbs http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/comment-page-1/#comment-325 Tad Dobbs Thu, 03 Dec 2009 20:30:03 +0000 http://momblebee.com/blog/?p=449#comment-325 Cheryl, Great post, and very true. ROI is a very tricky subject when it comes to branding, and I think you've made some excellent points for ways to measure success without getting bogged down in metrics and dollar amounts. I've always tried to equate a brand to a personality. Just as you can't make everyone happy all the time, your brand can't appeal to everyone all the time. Also, every brand goes through similar stages to our personal relationships. You don't measure your friendships by a tangible ROI, so the same should hold true to your brand. Cheryl,
Great post, and very true. ROI is a very tricky subject when it comes to branding, and I think you’ve made some excellent points for ways to measure success without getting bogged down in metrics and dollar amounts. I’ve always tried to equate a brand to a personality. Just as you can’t make everyone happy all the time, your brand can’t appeal to everyone all the time. Also, every brand goes through similar stages to our personal relationships. You don’t measure your friendships by a tangible ROI, so the same should hold true to your brand.

]]> By: Cheryl Andonian aka Momblebee http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/comment-page-1/#comment-320 Cheryl Andonian aka Momblebee Tue, 01 Dec 2009 15:32:10 +0000 http://momblebee.com/blog/?p=449#comment-320 Nick, Absolutely...Return on investment nowadays should be measured not only in eventual dollar return, but in those hard-to-put-your-finger-on things like feelings, impressions, philosophies and trust. Those concepts can be monitored by keeping your finger on the pulse of what is being said online, although it would be hard to quantify it all on a spreadsheet. It's difficult to explain those soft concepts to those who are only motivated purely by hard data. Again, for me, it often boils down to a right brain intuitive vs. a left brain data debate. Thanks for stopping by and adding your input. - Cheryl Nick,
Absolutely…Return on investment nowadays should be measured not only in eventual dollar return, but in those hard-to-put-your-finger-on things like feelings, impressions, philosophies and trust. Those concepts can be monitored by keeping your finger on the pulse of what is being said online, although it would be hard to quantify it all on a spreadsheet. It’s difficult to explain those soft concepts to those who are only motivated purely by hard data. Again, for me, it often boils down to a right brain intuitive vs. a left brain data debate.
Thanks for stopping by and adding your input.

- Cheryl

]]> By: Nick Hall http://momblebee.com/blog/2009/11/30/great-expectations-brand-building-and-roi/comment-page-1/#comment-319 Nick Hall Tue, 01 Dec 2009 15:01:53 +0000 http://momblebee.com/blog/?p=449#comment-319 Interesting article, and presents a question that has come up on occasion. I believe the key to the value equation has a lot to do with understanding what a loyal customer is worth to the client. That at least starts to put some shape to investment vs ROI that the client can understand. You discuss various aspects for measuring a strong brand; namely positive feelings, liking what it stands for, trust, etc. I would argue that nowadays (unlike the past) a strong brand has to have all of these attributes, rather than just one or two. Social media has been a large part of the drive for brands that are full spectrum, I think. Great topic though. Surprised more people haven't commented. Cheers Interesting article, and presents a question that has come up on occasion.

I believe the key to the value equation has a lot to do with understanding what a loyal customer is worth to the client. That at least starts to put some shape to investment vs ROI that the client can understand.

You discuss various aspects for measuring a strong brand; namely positive feelings, liking what it stands for, trust, etc. I would argue that nowadays (unlike the past) a strong brand has to have all of these attributes, rather than just one or two. Social media has been a large part of the drive for brands that are full spectrum, I think.

Great topic though. Surprised more people haven’t commented.

Cheers

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