How to Turn Brand Building into Direct Response (#3)

Brand Builders

05-01-2024 • 24 minutos

Summary

In this episode, Tom and Preston continue their discussion on Les Binet's 'The Long and Short of It.' They explore the concept of brand response and the value of brand actions. They also discuss the evolution from share of voice to share of actions, emphasizing the importance of measuring and understanding customer behaviors. The episode concludes with a teaser for the next episode, which will delve into visualizing the interaction between short and long-term strategies.

Takeaways

  • Brand responses are valuable actions that customers take on behalf of the brand, reinforcing memory structures and emotional connections.
  • Measuring share of search and share of social metrics can provide valuable insights into brand performance and market share growth.
  • The evolution from share of voice to share of actions highlights the importance of understanding and measuring customer behaviors.
  • Tactical application: Brands should focus on understanding their share of search and leveraging the wealth of data available to gain insights into market positioning and impact.
  • Next episode teaser: Visualizing the interaction between short and long-term strategies.

Chapters

00:00
Introduction

01:02
Discussion on Dark Chocolate and Coconut Cups

02:22
Skepticism about Long-Term Results

02:29
Share of Search as a Modern Version of Share of Voice

04:06
Brand Activation Concept

05:06
Brand Response and Actions

09:05
Value of Brand Responses

13:39
Share of Search and Share of Social Metrics

15:44
Evolution from Share of Voice to Share of Actions

19:26
Tactical Application: Understanding Share of Search

23:11
Teaser for Next Episode: Visualizing Short and Long-Term Interactions

24:04
Conclusion

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