4 April 2011 6 Comments

Brand monitoring: what if I leave my brand to chances

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Brand monitoring is no longer new to serious minded brands. The difference here is the degree of response to the need. Brands need to monitor brand’s name and equity across platforms. Our casual observations showed that many still continue to think along the line which believe not much damage can be done without brand monitoring.advantages of brand monitoring

We have also noticed that while some take issue of brand monitoring at both offline and online serious, few have concentrated efforts on what happens in the regular media. Some people had asked ‘what are the things they should monitor?’ My usual answer is ‘whatever action that can negatively impact on brand’s goal achievement needs monitoring. So a brand custodian needs to consider and measure consumer’s pulse with regards to brand sentiments. Custodian must also monitor employees’ attitude and behaviour, information management system. It is also expedient to monitor consumer loyalty and behaviour at both offline and online.  Comments, casual exchanges about brand’s general performance, word of mouth around the brand among many other key factors are also important.

One can ask ‘why is brand monitoring important? Today the sheer volume, rate at which rumour and bad sentiments are spreading is phenomenon. Prior to now, the regular Newspapers only enjoy local appeal. Today, the internet has made all the activities of the regular media opened to everyone around the world.

Today, we have about three hundred million websites, over two hundred million blogs- which represent opinions of individuals. Also about three hundred billions emails are sent out each day. Though, available facts showed that 81% of this volume is spam. Yet we cannot undermine what one email can do if every receiver forwards it to his contacts. We should not also forget that Facebook has about six hundred million users and majority of this are active and do post comments, share links every day. Couple with this is Linkedin-a professional platform, with over one hundred million professionals who can make or mar a brand through exchanges and experts’ opinion.

In view of the above, what happens if a brand-individual, corporate, institutional, product feels brand monitoring does not require any sustainable attention?

The future is not important: a subtle fact that we can draw is that such brand owners feel the future is not important.

I completely owned my brand: The impression here is whatever the brand consumers say will not have any major impact. In fact listening to them is sheer time wastage.

We do not need WOM: people share what they think is important. A listening brand enjoys greater word-of-mouth than those who feel voices of their consumers are not important. Word of mouth reduces budget spending on advertisement.

I can afford cost associated with extended brand damage: many rumours can be nipped at the bud if effective monitoring is in place. Care free attitude will allow free flow of unnecessary rumours about the brand. Prolong spread of rumour do affect people’s perception of brand equity. In the light of the above, can a brand afford to leave brand monitoring to chances today? Let me read from you.

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