Building Your Brand In Difficult Economic Times

Brad VanAuken The Blake ProjectDecember 17, 20081 min

Often, brand marketing budgets are the first to be cut in difficult economic times. This means you must increase the efficiency of your spend or suffer reduced brand awareness, preference and loyalty building. Assuming that your spend was already efficient, this means you will likely sacrifice brand equity building until the difficult economic times have passed.

There is something else that you can do in these times. You can create new brand proof points at each point of customer contact. The way to get there is through touchpoint management design. The Blake Project offer’s a one-day workshop in which the participants generate hundreds of ideas for bringing the brand to life at each point of customer contact. The workshop is highly facilitated with numerous ideation techniques interspersed with many creativity exercises. We follow it up with a culling process that identifies those ideas that are very powerful in reinforcing the brand’s promise but also quick, easy and inexpensive to implement. That is, the final output is a handful of ideas (or more) that deliver a high return on investment (ROI).

While marketing communications, if effective, promise relevant differentiated benefits on behalf of the brand, the output of the customer touchpoint design workshop helps your brand actually deliver on its promise at each point of customer contact. This is important not only in difficult economic times, but all of the time.

To learn more about customer touchpoint design, please contact us. We would be happy to explain it in greater detail, including sharing what other brands have realized from this.

The Blake Project Can Help: The Customer Touchpoint Design Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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Brad VanAuken The Blake Project

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