The Brand Interrogator: A Marketers’ Tool For A Social World

The Brand InterrogatorA Marketers’ Tool For A Social World

AILING

A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?

Section A

HEALTHY

Interrogations are seldom pleasant

so they’re avoided.

But the longer they’re avoided,

the more necessary they become.

You see, brands are like people: they need constant care or they fall sick.

They require:

an owner,

a champion,

and a guardian.

Today’s consumers can now be your

greatest advocates – or your worst

nightmare.

Moreover, the marketplace has

changed so much.

AMMUNITION

Section

B

A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?

creating the ‘work’...

Okay, so your agency is working hard,

But are they equipped

with the ammunition they need?

This is the job before the brief

a reality check based

on

six major brand

checkpoints

ProductDifferentiation

BrandEthos Discussion

ListeningExperiencesGeography

The

Social

A VIOLENT WARNING

A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?

Section C

The time for gentle reminders has long since come and gone.

As a brand guardian, if you’re not asking these questions,

who is?

interrogate your brand,

Therefore:

be proactive in evaluating its equityand use this info to develop a plan.

Failing to act, after all, is failure.However, there is good news: this is an opportunity to empower everyone.Failing to act

after all, is failure.

However, there is good news:

this is an opportunity to empower everyone.

HOW?

A) HEALTHY OR AILING?B) AMMUNITION C) A VIOLENT WARNING D) HOW?

Section D

Examine each box in the following categories with a mind’s eye on your brand.

Brand EthosProduct DifferentiationThe DiscussionGeographyExperiencesSocial Listening

123

4

5

6

BrandEthos

BrandEthos

BrandEthos

BrandEthos

BrandEthos

BrandEthos

ProductDifferentiatio

n

ProductDifferentiatio

n

ProductDifferentiatio

n

ProductDifferentiatio

n

ProductDifferentiatio

n

TheDiscussion

TheDiscussion

TheDiscussion

TheDiscussion

TheDiscussion

TheDiscussion

TheDiscussion

Geography

Geography

Geography

Geography

Geography

Geography

Experiences

Experiences

Experiences

Experiences

Experiences

Experiences

Experiences

SocialListening

SocialListening

SocialListening

SocialListening

SocialListening

SocialListening

BRAND

FINAL SECTION

INTERROGATIONFINDINGS

The dialogue, discussionand experience aren’t linear.

Finding 01

The experience is more than just functional and emotional.

Finding 02

Brands that trigger multiple associations and levels of meaning are the ones that are most powerful.Finding 03

Successful brands become an important part of our lives.

Finding 04

Brands nobody cares about fade off into obscurity – along with their brand

owners.

Finding 05

Written by: Alexander Patterson

A Marketers’ Tool For A Social World

The Brand Interrogator