Brand Elevator is tailored to the individual needs of a brand and is offered as a comprehensive, multi-stage process or in individual modules. According to the press release, the result should be a solid foundation for brand management and overall brand communication.
The brand as a key success factor
Companies, services and products are becoming increasingly interchangeable. For customers today, real differentiation is often only perceptible in the brand. Particularly in the daily flood of information, a well-positioned brand provides orientation for the consumer, conveys values and creates identity. With the increasing complexity and dynamism of markets and offerings, it is becoming ever more important for brands to adopt an attitude and set a clear focus in order to remain relevant to consumers. In the digital information overload, consumers are once again looking for the familiar, which is a decisive advantage for the brand. Consequently, a clear brand positioning is essential for every company in order to stand out from the dynamic competition in a competitive environment.
Holistic brand management with the Y&R Brand Elevator
The Y&R Brand Elevator lays the foundations for building and managing a brand and at the same time generates binding platforms for marketing tasks. This guarantees an overarching brand experience and a consistent brand presence across all touchpoints.
Brand management in the Y&R Brand Elevator process takes place on four levels: Analysis, Strategy, Implementation and Monitoring. The clearly structured process includes a variety of effective tools for a wide range of brand development and management tasks.
The elements of the Y&R Brand Elevator can be implemented individually or in combination, building on each other or in parallel, depending on the individual starting situation of a brand. Which measures are ultimately implemented and to what extent is determined together with the decision-makers and individually for each company.
The goal - a coherent brand experience
Building a genuine, two-way relationship between brand and consumer is becoming an ever greater challenge in a hyper-dynamic market environment - there is always an attractive alternative for the customer. The overarching goal of the Y&R Brand Elevator is therefore to create a convincing, value-adding brand experience across all channels. At the same time, in order to remain relevant to customers in the long term, brands today must be able to do one thing above all: remain agile without being unfaithful to their core values.
This is where the analogy of the elevator comes into play: once a solid brand foundation has been defined in the form of an exciting and contemporary positioning, the next step is to make it tangible in several dimensions. However, this process does not only work one-sidedly and chronologically, but in both directions and across all levels. For example, if exciting insights come from monitoring, the channel strategy or certain communication platforms can be adjusted. This gives brands the necessary flexibility to critically scrutinize existing measures, multiply successes and, if necessary, make precise adjustments. Not periodically, but continuously: learn, un-learn, re-learn.
The 4 levels of the Y&R Brand Elevator
1. analysis: The playing field in which the brand operates is defined by analyzing the market, brand and people. The Y&R tools BrandAssetTM Valuator and Media Use Index, the GIG Research Tool Box from the international Y&R network, as well as social listening tools, desk research and the analysis of existing market research are available for this purpose.
2. strategy: As part of a structured brand session, a sustainable brand positioning is developed that is credible for the brand, relevant for consumers and differentiating from the competition.
3. implementation: Concrete measures are implemented on the basis of the newly defined positioning and objectives. This can mean developing or adapting the branding or a communication platform, designing an integrated campaign or resulting in channel planning.
4. monitoring: The results of the new activities are compared with the previously defined objectives using individual brand tracking, web analytics or social media monitoring. Adjustments to the strategy are derived from this, the future direction is reviewed, further potential is identified and measures are defined.
According to the press release, the Y&R Brand Elevator offers the tools for modern brand management across all levels. This ultimately enables the brand to effectively fulfill its core function as a beacon in the flood of information and create relevant added value for consumers. With the Y&R Brand Elevator, Y&R Group Switzerland covers the entire spectrum of brand management and wants to expand its brand consulting expertise to take account of the importance of the brand in the digital world. The brand expertise acquired in 20 years of Brand Asset Valuator will be put to good use, as will the newly installed competence units for performance marketing and branded content.
