Brand Butler is about offering tools and services to help consumers make the most of their daily lives. It builds good karma with your core products and services branding.
Brand Butler is not simply about offering tried-and-tested customer service and support functions, or typical online features such as price-lookup or anything facilitating ecommerce activities.
Here are a few of the many Brand Butler examples in the Trendwatching article:
- Nike’s True City iPhone app aims to give consumers ‘insider’ information on six European cities, while also allowing users to share their own tips and delivering exclusive Nike offers and information;
- Smirnoff held a series of master-classes for men wanting to become ‘Modern Gentlemen’. Three complimentary classes were delivered in London to a limited number of guests, focusing on classic cocktail making, style consulting and grooming;
- Personal care brand Charmin offer New Yorkers access to free, clean and comfortable restrooms in Times Square during the festive period each year;
- Beck’s Gig Finder app helps users to find local music gigs. The app’s map and GPS interface allow users to see where he or she is in relation to the gigs;
- Adidas created a concept Runbase store in Tokyo, which offers showers, locker rooms and weekly workshops and events. Customers also have the opportunity to design their own shoes and rent running gear;
- Taxi2 is a cab sharing initiative from Virgin Atlantic. Open to passengers of any airline, users can log on to the Taxi2 site, input their flight details, and the system matches them with suitable cab-sharing companions; and
- US based Intelligentsia Coffee began offering customers the opportunity to taste, test and learn about the art behind coffee brewing. Customers can visit the company’s lab for lessons in at-home brewing, latte art, milk foaming and espresso tasting.
What Brand Butler tools and services can your company offer consumers?
Full story at Trendwatching »
iProspect, a search engine marketing firm, wanted to examine how impressions of various digital media assets – and combinations thereof – produced brand lift. The company commissioned comScore to develop and conduct research with the objective of uncovering the true effect of the digital media channels, and the effect of branding on customers’ purchase paths.
The research spanned organic search impressions, paid search impressions, online display ad impressions, and all combinations thereof, across 15 brands within five vertical industries: retail, insurance, banking/financial services, software, and hotels.
The research involved both real-time monitoring of Internet user behavior, as well as post-behavioral surveying of those users. Panelists were surveyed about the brands they had been exposed to via these various digital marketing assets.
Key findings:
- Paid search result impressions have the greatest impact on brand lift, both in isolation and in combination with other digital assets.
- In aggregate, paid search results generate 44 percent lift in likelihood to purchase.
- Within the retail vertical, paid search impressions create a 54 percent lift in likelihood to purchase.
- The combination of paid + organic search impressions produce the strongest brand lift across most of the brand metrics measured.
- In aggregate, paid search results + organic search results net a 73 percent lift in likelihood to purchase.
- Within the hotel vertical, paid + organic search impressions create a 147 percent lift in likelihood to purchase.
- Online display advertising is also effective at producing brand lift, but makes its strongest contribution when used in combination with search engine results. This combination produced a surprisingly high brand lift across many of the verticals studied.
- In aggregate, organic search results + display ad impressions net a 16 percent increase in likelihood to purchase.
- Within the banking/financial vertical, organic search results + display ad impressions create a 64 percent lift in likelihood to purchase.
Does your marketing strategy take into account the branding benefits of a combined digital media advertising strategy?
Full story and PDF download of study at iProspect »
At the Compete Digital CMO Summit in May, 2010, senior marketers shared their perspectives on “The Big Brand Theory,” including how their companies are taking steps to transform online branding, digital measurement and creative execution.
Hear from senior marketers at Kodak, T-Mobile, Microsoft, Procter & Gamble, Yelp, and Bridge Worldwide as they share their experiences, successes and challenges in navigating this complex space.
Can you apply their lessons to your marketing strategy?
Download a free copy at Compete Pulse »
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