Brand Checkbook

Yesterday I read nice concept of Brand Checkbook

It just works as your personal checkbook which has credits and debits. Brand Credits are business activities which puts the positive impact on the reputation of a brand while Brand Debits are those that puts negative impact the reputation of the brand.

The following questions help to decide how your business might incorporate a brand checkbook to better measure and manage the marketing activities.

  • Does the marketing activity respect the intelligence of the customers?
  • Can brand expertly deliver on all the promises made to customers in the proposed activity?
  • Will the employees be excited and motivated by the activity?
  • Will customers view the marketing activity as being clever, original, genuine, and authentic?

If the marketing department answered 'yes' to three questions, then the activity is considered a brand credit and if marketers answered 'no' to more than one question, then the activity would be considered a brand debit.

It is really a great way to think about whether or not to do a particular marketing activity. It is also helpful in prioritizing marketing activities with limited resources. The most importantly it always checks whether brand fulfills its promises or not. Increasing the brand debit will lead the brand to 'Brand Bankruptcy' which virtually is the point of no return.





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