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Tuesday, May 20, 2014

Is your brand consistent across all touchpoints? Then it is on the way to becoming irresistible.



This is a sales pitch from TNS for a brand evaluation tool. It is pretty good.


The video starts with a powerful message that will resonate with anybody attempting to get their brand into that irresistible space.

Irresistible brands have a power that goes beyond being recognisable and popular. When faced with a choice in their category, consumers are magnetically drawn to them, unable and unwilling to see any alternative. The power these brands exert makes their success appear almost magical, but the fact is that they have very specific characteristics that make them irresistible brands.
TNS identifies eight factors that contribute to a brand's ability to reach this condition. Using the term app is a bit over the top.

The reason I am telling you about this is that the eight app is 'Unity' - Is your brand consistent across touchpoints? This is a factor that Kim Walker and I identified when creating the AF Audit.

It sound easy to do but believe me it is not. Unfortunately, those dreadful things called silos get in the way. Everybody working in their own little world with their own objectives and hoping vainly that when it is all connected up it is consistent.

If you want to see a company that has cracked the problem then look at John Lewis. Dick Stroud



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