If I keep writing about ROS or return on strategy it may become a brand planning meme. First, brand planning has to become a meme (hot web topic) which may be wishful thinking. Hee hee. Anyway, Return On Strategy suggests there is something to measure. Upper case DUH. The problem with most brand design and redesigns is that much of the money and thinking is tied up in the mark. And tagline. The mark should be the last mile of brand strategy and brand design. It’s about the paper strategy first. The idea.
If Newsday’s brand strategy is “We know where you live” (Newsday is a top 10-15 daily newspaper in the U.S.), then the value of that claim must be measureable. To do that you need support planks – planks that are of value to readers. e.g., a great source of “local entertainment” or “events and legislation affecting local taxes.” The ability to measure attitudes, actions and perceptions against these planks is the heavy lifting of brand strategy.
The Interbrands and Landors of the world don’t spend real time here. They design and deliver logos, taglines and style manuals. You may be able to measure adherence to a style manual but that’s not likely to drive revenue.
Start with your paper brand strategy and you start at the beginning. Peace!