IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

Unlock Your Brand Ecosystem to Optimize Messaging & Advertising

Inconsistent messaging. Inefficient advertising planning.

These are just two of the problems that result from too much focus on driving individual brands. When brands exist in silos, it's impossible to make the best of messaging and advertising across a brand ecosystem and even calls into question the role of the company master brand.

See how a sophisticated modeling, integrated brand tracking system, and the latest in data imputation helped Microsoft uncover the character and strength of its ecosystem. This process has influenced branding, message development, and communication planning throughout the company.

Key Takeaways

  • How the symbiotic relationship in consumers' minds between a master brand and product brands carries significant implications for branding and communication strategy
  • How Ecosystem analysis can provide insights into consistent messaging that optimizes impact not only for individual brands, but for an entire company
  • How lead brands can be identified based on the ability of their advertising to influence across the ecosystem

 

Speaker(s)

  • Jennifer Reece – Microsoft

    Research Manager, Microsoft

    Jennifer recently joined Microsoft as Research Manager. Her previous experience includes several years at GfK where she partnered with Microsoft on many brand-related research projects.

     

  • Jon Brand – GfK

    SVP Consulting, Marketing Effectiveness, GfK

    Jon Brand is GfK’s North American lead on advertising evaluation and co-developer of the Ad Fit Optimizer testing system. Jon has a long history of innovation while working as an advertising agency planning director on major national accounts, working with clients on developing, testing, and tracking advertising. He has worked with many of the largest advertisers across industries including GM, P&G, and Microsoft.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
11:00am to 11:45am EDT