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BizReport : Research archives : August 15, 2008

Study: Your voice could enhance your brand

Despite the fact that US consumers are spending less, there is a way to keep your brand from stumbling during this short recession. According to a new report from Aegis Group's Carat Insight, an identifiable voice can help to enhance your brand while an indistinguishable voice can do just the opposite.

by Kristina Knight

According to the report, cutting back may save money in the short-term but in the long run, brings sales back to the levels before the cut backs were made can take up to 60% more money.

During tough economic times, it is human nature to cut back. This goes for both consumers and for advertisers. However, for advertisers, cutting back could be the final death blow to the brand while keeping up appearances - by continuing to advertise - may be the only thing to keep the brand afloat. The key to making your ad dollars work twice as hard when consumers are spending half as much is to separate your ads from the crowd - that means developing your voice.

For companies with more than one brand this can be especially hard. This is the one time that it is okay to cut back. Researchers found that continuing to advertise or increasing the advertising of the strongest brands in a portfolio is crucial; to do that, companies will have to cut back on weaker brands. This is where your voice comes in.

Take a long look at the brands performing the best in your portfolio. Think about how consumers are engaging with that brand and why and develop an continuing advertising campaign around that voice. While consumers are cutting back, keep spending to advertise that brand because it's voice is going to be heard. When times get better, consumers won't have to "remember" your brand because it will have never left their consciousness.

Tags: advertising voice, brand awareness, brand recall, online advertising

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