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{PODCAST} In-Ear Insights: Brand Strategy and Brand Measurement
In this episode of In-Ear Insights, Katie and Chris talk about the power of brand. What is brand strategy? How do we effectively measure our brand marketing? Listen in to learn the difference between a branded house and a house of brands, how to think about brand strategy, and what the most important brand measurement methodology is for digital marketers.
Listen to the audio here:
http://traffic.libsyn.com/inearinsights/tipodcast-brandstrategy.mp3
Download the MP3 audio here.
Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher Penn
This is in your insights, the trust insights podcast.
In this week’s in your insights, we are talking all things brand strategy. It’s one of the upcoming search terms that we identify in our predictive analytics forecasting for stuff that is important to marketers. So, Katie, let’s begin with some basics. In terms of brand, what is brand mean to you? before we can even talk about brand strategy? What does brand mean?
Katie Robbert
Well, I think it means different things to different companies, because you have this notion of a house of brands, and then you have this other idea that it’s a branded house. And so, you know, what we’re really talking about is, you know,
we are not, we don’t have a lot of products, per se, or we don’t have companies underneath our company. So, you know, our brand is trust insights. But if you have companies where the past brand is, you know, something that’s not really a service, or a product, something people don’t even really think of, and then the products themselves are the brands such as, you know, a vacuum or a specific kind of shoe or a clothing line, that’s, you know, a house of brands instead of a branded house. And so it can be a bunch of different things. So first, you need to figure out, you know, what is your, you know, what is your offering, or your products, your brands? Or is your company name your brand? So that’s sort of the first thing, you know, so again, for trust insights, our company name is our brand, we don’t have you know, the, we have services, but it’s not the trust insights, predictive analytics product. So predictive analytics doesn’t become its own thing. That then people then forget that trust insights is the parent brand,
Christopher Penn
right? So in your example, you have Toyota, and then you have the Corolla, and the pre isn’t the camera and things like that. Exactly. How important for a company is the branded house versus the house of brands? Because for Toyota, as an example, the Toyota master brand is the one that people want to seem to have on the tip of your tongue, and then the individual models within it, are the ones that people buy based on their needs, like, do you want to buy an SUV, then you get the high level? Do you want to an energy efficient car, you get the Prius Prime. But
people do talk about their Prius, in the absence of the Toyota name, because it’s implied, you know, what the Prius is, you don’t know, the no one else has one. And therefore,
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By Trust Insights
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In this episode of In-Ear Insights, Katie and Chris talk about the power of brand. What is brand strategy? How do we effectively measure our brand marketing? Listen in to learn the difference between a branded house and a house of brands, how to think about brand strategy, and what the most important brand measurement methodology is for digital marketers.
Listen to the audio here:
http://traffic.libsyn.com/inearinsights/tipodcast-brandstrategy.mp3
Download the MP3 audio here.
Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher Penn
This is in your insights, the trust insights podcast.
In this week’s in your insights, we are talking all things brand strategy. It’s one of the upcoming search terms that we identify in our predictive analytics forecasting for stuff that is important to marketers. So, Katie, let’s begin with some basics. In terms of brand, what is brand mean to you? before we can even talk about brand strategy? What does brand mean?
Katie Robbert
Well, I think it means different things to different companies, because you have this notion of a house of brands, and then you have this other idea that it’s a branded house. And so, you know, what we’re really talking about is, you know,
we are not, we don’t have a lot of products, per se, or we don’t have companies underneath our company. So, you know, our brand is trust insights. But if you have companies where the past brand is, you know, something that’s not really a service, or a product, something people don’t even really think of, and then the products themselves are the brands such as, you know, a vacuum or a specific kind of shoe or a clothing line, that’s, you know, a house of brands instead of a branded house. And so it can be a bunch of different things. So first, you need to figure out, you know, what is your, you know, what is your offering, or your products, your brands? Or is your company name your brand? So that’s sort of the first thing, you know, so again, for trust insights, our company name is our brand, we don’t have you know, the, we have services, but it’s not the trust insights, predictive analytics product. So predictive analytics doesn’t become its own thing. That then people then forget that trust insights is the parent brand,
Christopher Penn
right? So in your example, you have Toyota, and then you have the Corolla, and the pre isn’t the camera and things like that. Exactly. How important for a company is the branded house versus the house of brands? Because for Toyota, as an example, the Toyota master brand is the one that people want to seem to have on the tip of your tongue, and then the individual models within it, are the ones that people buy based on their needs, like, do you want to buy an SUV, then you get the high level? Do you want to an energy efficient car, you get the Prius Prime. But
people do talk about their Prius, in the absence of the Toyota name, because it’s implied, you know, what the Prius is, you don’t know, the no one else has one. And therefore,
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