Balancing brand and demand is a science-art mashup
The perfect mix of brand and demand doesn’t just come together by crunching numbers and staring at charts. Sure, you’ve got to check out the data, like awareness and sales trends. But magic happens when you mix in experience, a bit of intuition, and some tech wizardry to dig up insights that lead to epic marketing success.
Brand and Demand Mixology
Here’s a guide to help you picture where you may need to invest. You’ll see that brand and demand is not an either-or situation. Think of investment as a continuum, with many possible points in between.
- Establish a brand/demand platform baseline that becomes your strategic foundation for creative and media
- Leverage our Brand Momentum tool to align messaging with audience needs
- Construct a competitive strategy fueled by a full competitive landscape analysis, including a media and messaging review
- Revisit the Brand Demand Impact Platform and our Brand Momentum tool for initial brand assessment
- Leverage our Brand/Demand/Impact tech to maximize brand lift on demand channels
- Assess and include impact strategies and media tentpoles
- Deploy and align a full funnel/complete ecosystem approach to creative and media
- Institute a rigorous test and learn approach to identify areas of growth
- Lean into media mix modeling and media mix tech like our Brand/Demand/Impact
- Conduct customer journey mapping and pinpoint key moments of need
- Tailor content and creative to the journey to increase conversion
- Score and weight KPIs to better align with emphasis of demand
- Leverage a combination of Dynamic Creative Optimization and AI creative attention tech
- Conduct a full channel audit to identify gaps or inefficiencies that prioritize media/creative actions
- Review post sale acquisition efforts to identify cross-sale, upsell, and win back efforts
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