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Valeria,

Well, yes. The brand isn't about the product as much as it about the relationship to the project.

Ha. You make me wonder now if Credit Suisse understands this or if they swap between brand and identity.

Of course, in terms of blogs, etc. ... there is that matter of the objectives. Whereas my clients who have blogs are always considering customer experience, mine doesn't include that in its parameters.

It was a hard decision to make, but I had to follow my passion for education as a driver over customer experience. Or, perhaps, more correctly, I have a different "customer" in mind when I write posts and develop networks, etc.

Best,
Rich

Thank you for the additional information, Richard. My take is that today branding means more involved rather than just awareness campaigns. Either at lead generation level, or at social level, for example the Coca-Cola happiness project.

So we're getting closer and closer to the actual customers and prospective customers rather than being out there talking above their heads.

Valeria,

This is going to take some time to process. Schultz raises some interesting and valid points, and you've adapted it nicely.

I like the idea of translating data into revenue per customer and the internal rate of return was always fascinating to me. And yet, there are several variables that aren't accounted for such as brand impact, future revenue (are those customers likely to increase spending), pass on revenue (what about those customers they don't spend much, but contribute to expanding reach), etc.

Credit Suisse recently broke it down by noting that strongly brands that invest two percent of sales revenue on marketing outperform the S&P 500 by more than 4 percent annually, with the top one-fifth of strongly branding companies outperforming their markets by 17 percent. They are also developing a formula that accounts for a brand life cycle and how that impacts growth.

However, you're underlying point is probably the most important of all. Communicators need a better understanding of business, measurement, and traditional marketing to survive in a world that is becoming more reliant on integrated communication.

I've saved this one for more thought when I have more time to see where it fits with the rest. Great stuff to consider.

Best,
Rich


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