Re: CPM (Brand Recognition)

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri 13 Jul 2001 11:05:10 -0500

AVRAM GROSSMAN <AvramG_at_e-novative.com> WROTE:

>As a spin-off to this, I mentioned "Brand Recognition
>factor" above. Is there such a thing and if not, can we
>establish this as new way to measure or rate the advertiser.
>My thinking is that, by way of example, Joe's Car Detailing
>giving away a free car detail places an ad on a highly
>viewed web site, the effectiveness of the ad for Joe many
>not be the same if, say, Maxell giving away a free blank
>tape. The known brand gets a higher ranking factor and
>therefore should pay more that Joe (this is a question.)

Careful, cowboy -- you're slipping into one of those
"let's find a one-size-fits-all" metric that people use
to blame the failures on. There's little point to that.
You simply can't measure qualitative issues involved
in branding with quantitative tools.

You CAN however, get a pretty good idea of what's going
on, but you've made a mighty mistake with you example
above, because (in the branding gospel according to Rob)
the test of a brand is NOT about free. It's just the
opposite: who would rather PAY for the brand than
get its competitors' comparable wares for free.

Yes, it's a heavier load to lift, but let's face it:
when end users would rather pay for your stuff instead
of getting the other guy's for free, what more proof
do you need?

Now you know the basis of what I do to turn businesses
profitable and keep them that way.


Rob Frankel, "Yes, I really do turn users into
 evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
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818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL



Received on Fri Jul 13 2001 - 11:05:10 CDT