Growing your brand value
We live in a world of constant change. Evolving consumer behaviour and the proliferation of products and services present huge challenges to brands, which strive to maintain consistency, coherence and relevance across every touchpoint. The larger and more multi-national the brand, the harder it is to align multiple stakeholders and prevent the brand from losing value.
Lambie-Nairn's brand guardianship programme, Brand Optimisation™, is designed to address these exact challenges, and significantly grow brand value. Our research shows that if just 1-5% of total marketing spend is invested in brand guardianship, this can increase brand value x8.
We have unique skills and experience in designing, establishing and managing Brand Optimisation™ programmes, for organisations of varying shapes, sizes and requirements.
Where considerable fragmentation exists, a firm hand is needed to educate and align. Once this is achieved, the focus shifts from policing to inspiring: we create ideas and content that marketing teams and agencies actively embrace, such that control and accountability can safely devolve to local markets. We deploy people where needed, and use the latest brand management systems to facilitate the process, maximising efficiencies and effectiveness.
Return on investment
In collaboration with Millward Brown and BrandZ we recently completed the world’s first financially quantified analysis of how branding and advertising drive growth in brand value over a 10-year period: the Brand Growth Matrix.
'BrandZ' valuation data, combined with 3 million global consumer opinions, shows that a strong brand proposition and identity give substantial financial value to a company.
Hear it from
From advertising to branding and consumer insight, the experts agree: to reach full potential in driving brand value, advertising and communications need to be underpinned by a strong brand proposition and identity.