The hardest part of quantifying the success of brand strategy (1 claim, 3 proof planks) is the act of tying measurement of “care-abouts” and “good-ats” (the proofs upon which brand value are built) to sales. I call this pursuit: Return On Strategy (ROS).
Back in the 90s while working on AT&T Business Communications Services, fighting off MCI (a smart competitors buying share with discount prices), we knew that messaging the right combination of “competitive price” (within 10% of MCI), “network reliability” and “innovative telecom tools” (the 3 planks) would result in added business users. If market perceptions of this trifecta were offset by MCI, they started winning new account “adds.” The trick was meting out the right combination of planks with our media budget. We were using quantitative research to gauge attitudes and tie them to actions/sales.
This is the way one does ROS. But numbers about attitudes can lie. Nate Cohn, The New York Times version of Nate Silver, mea culpa’ed today about Donald Trump. He spent a 1,000 words explaining why the numbers lied and Trump beat the odds.
I often write about “proof” in my blog posts. And about “deeds” — the actual activities that feed the care-about and good-ats. This line of thinking and study is where I need to spend more time. As was the case in Mr. Cohn’s explanation of Mr. Trump, attitudes and numbers can mislead. So I’m off to look beyond attitudes and on to awareness of deeds tied to sales. Should be interesting.