In conducting your brand strength survey, you’ll reach a point where you have row upon row and column upon column of data. You’ll make tables from subsets of your data to highlight, say, the relationship between education levels of survey respondents and their perception of your brand. But how do you spot the meaningful relationships among all the numbers?
Continue reading Brand strength survey: indexing scores
In previous posts I explained how to build a brand strength survey using audience questions and perception questions, and how to then distribute your survey using Survey Monkey. After you conduct your survey, you’ll have both audience and perception responses. With this data set, you can ask a wide array of questions about the audience that you surveyed.
Continue reading Brand strength survey: analyzing perceptions
In previous posts, I talked about the right questions to ask in a brand strength survey, and why you should use your existing lists of email contacts to conduct the survey. Here, I’ll explain how to put your questions and lists together into a survey using SurveyMonkey.
Continue reading Brand strength survey: distribute your survey
In a brand strength survey, you want to know what your existing audience thinks about your product, service, or organization. So, you’ll have two types of questions in your survey: ones about the audience themselves, and ones about their perceptions.
Continue reading Brand strength survey: asking the right questions
In this new series of how-to posts, I’m going to show you how I conducted a brand strength survey at my day job for $12 of incremental cost. That survey generated at least a half-dozen major reports, all of which are useful in growing the reach and impact of our work.
Continue reading Brand strength survey: know your audience better
I’m currently working on a brand project at my day job, so I got to wondering: If a brand is ultimately the perception the market has of a product or service, and if government creates products and services, then clearly there are government brands. What’s the brand strength of government?
Continue reading The power of brand: federal brands
Last Friday (the same day as Rock Your Mocs), I spent my lunch hour crammed in the crowd at San Francisco’s Union Square looking for BatKid. Like any marketer on his lunch hour, I wondered about branding.
Continue reading The power of brand: BatKid versus Calvin
Here’s my marketing take on the PRISM surveillance scandal currently unfolding for the National Security Agency: it’s as if IBM started making staplers, although much more nefarious.
Continue reading The power of design principles: the PRISM survelliance scandal