Iterative Brand Equity - Model, Framework & Benefits
Model
Iterative Brand Equity changes. It doesn’t dispose of what existed before; it will update, hand-off, or reconfigure itself to become something new.
(pretty simple, but click here for a larger view)
Framework
Set expectations - It’s hard to set expectations when you’re uncertain how the next iteration of a campaign will unfold. That being said, it’s important to keep your users informed with what you know. If you’re uncertain what the next iteration will look like, it’s perfectly fine to tell that to your users, and ask them for input.
Extract key campaign elements - In every campaign, there are key themes, memes, and technology that can be carried forward in each iteration. For instance, if you ask your users to upload photo’s during a campaign, the next iteration could involve writing captions for the images; or turning the images into comic strips.
Provide a feedback mechanism - The biggest mistake any campaign can suffer from is not allowing customers to provide feedback. If you have a channel that allows customers to provide feedback, you’ll end up gaining some valuable insights. If you don’t have that channel available, the feedback will often be presented to the public via social media. Feedback should always be incorporated into the next iteration of a campaign.
Recap - Just like the beginning of a TV show, an iterative campaign requires a recap. This can take many forms; the best are integrated into drivers to the transformed campaign site. For example, if you have a media buy making people aware of your new campaign, you can include information about how the campaign started, and how its transformed.
Recognize loyalty - Users who stick with you from campaign to campaign should be recognized and rewarded. They don’t necessarily need a monetary reward, but they can be rewarded by offering pre-registration, or access to exclusive tools. The better you treat your loyal customers, the more likely it is they’ll continue being loyal.
Benefits
Increase reach - Many quarterly campaigns just aren’t alive long enough to reach the maximum number of users who’d want to participate. The benefit of having an iterative campaign is that you’ll be able to build on your foundation of users at the beginning of every iteration. Instead of asking users who’ve participated in a different campaign to participate in something new; you can ask those users to continue their participation in a new way.
Increase asset library - Every iteration of a campaign can provide you with new assets. Whether it’s user generated content, feedback, new leads, or new technology; new assets help to ensure the next iteration has more to offer.
Improve engagement - Rather than being engaged for one quarter and waiting for the next campaign, users can continue to engage with a brand throughout every iteration. Each iteration can engage users more and more.
Increase participation - Many users are unwilling to participate in a campaign that will only last a couple months, because they understand the campaign will be ending. A campaign that continues, and feeds into the next campaign can encourage user participation. If you continually use user generated content as the foundation for the next iteration; you’ll encourage even greater participation. Users enjoy having their work matter.
Improve integration - An iterative campaign has the benefit of being able to take its time to get accepted. Every iteration can act as new opportunities for integration. For instance, if your first campaign asks users for photos, the second campaign could include a photo album on flickr, and the third campaign could include a widget showing the photos on the corporate site.
Improve communication - The great thing about having engaged customers providing feedback over time is that you can learn from your communication mistakes and successes. If you find certain communication techniques work, you can carry then forward into the next campaign; and if you find out that certain techniques don’t work you can scrap them for the next iteration.
