| One Brand, So Many Channels...
When it comes to channels for promoting brands and distributing products it's fair to say we are spoilt for choice these days. So, along with all the other challenges of running a business, comes the need to be constantly exploring new channels and assessing what works best for your business. Multi channel agencies will make confident claims about what they can do for you, but before a business instructs an agency or sets out into esoteric new channels it must be clear about the specific aims of the business and what its optimal channel balance might look like. Even more importantly is has to know how it will deliver the same brand values across those channels. I help businesses evaluate how their brand currently performs in different channels, establish a clear picture of where they want to get to and devise a common sense strategy for their branded multi channel activity that eliminates the red herrings, identifies the potential dangers and focuses on where the real opportunities lie. Before you start rushing around being all "omni-channel" it's well worth considering the tactics of how your brand will be deployed (and a bit of good old-fashioned cost/benefit analysis helps too). |
|
