Brand evolution on a higher level (part 5)

Last time we discussed the ConX indicator, which not only examines how consumers remember messages but also the intensity of their experiences and the impressions they create. Why do we have to deal with these things?

Well, because today consumer generated content also influences brands. The first illustration shows that the shopping centre’s owner controls fewer channels than the ones they don’t control or finds difficult to control. If we combine the power of the so-called Experience Points with marketing control, what we get is a great help for planning marketing campaigns. The second illustration makes it clear that originally the planning only dealt with controllable marketing (online sales, classic media), but our research on experience points found channels worth dealing with in all four quadrants. Therefore the final marketing plan also included customer service, product sampling and those areas of the digital domain which are difficult to control (in the latter we elaborated on the company commenting on blogs and the recommendation of friends).