User:Alex goslar/sandbox

Request review at WP:AFC
Branding accountability.

The concept of a warranty: Brand communication is by and large not accountable for commercial results. The idea of a branding warranty is to establish a valid performance metrics that will help gauge the desired results from MAR-COM programs.

It will establish more realistic expectations right from the start. These goals need to be based on agreed facts and information about the Brand in its marketing environment. And because both parties (client and agency) need to agree on it, Branding warranties will yield better results and not end up in speculative debates. The metrics should include several touch points along the way in order to facilitate fine tuning. Much like a guided missile, gap closure measures need to be in place. And should the campaign fail to reach its target, a compensation in form of a better campaign that rectifies the problem as well as achieving the initial goal should be created and implemented free of charge. Recognizing the lack of accountability in advertising is an opportunity to find     a viable solution.

The justification for a Branding warranty :

When you buy electronic equipment, you receive a warranty. And if the equipment does not function properly you can ask for a replacement. When an Airline fails to get you to your destination, they provide you with an alternate flight.

Branding is a vaguely understood commercial phenomenon. When properly applied return on investment is expected. However, hardly anyone considers accountability for advertising or branding expenditure. Decisions about marketing communication are often arbitrary: “If they are using a celebrity, it will work for our Brand as well”. “If they are advertising on FACEBOOK, we must try that too”...

We would not ask others to do what we are not willing to do ourselves.

The idea of a branding warranty is to foster the collaboration between the parties involved and the creative task to become more focused so that it can actually reach  at least 80% of its communication target. Last month a proposed Goslar & Associates Branding warranty went out to 140 people for their consideration.