Martha Stewart - Extending the Brand
These are the questions that would be answered during response testing. Martha Stewart Omnimedia would then:
• know its customer model;
• know the desired customer actions to deliver value to the franchise;
• know what actions best strengthen the relationship with the brand;
• have tested contact, content, offer and vehicle activities.
It could then devise strategies that optimize and leverage the customer base and extend the brand across the entire franchise, not solely divisions within it.
The evolution of new and increasingly complex business models has increased the challenge to organizations to consider the brand-customer relationship in a new light. To better leverage and extend the value of its brand, a company must carefully examine what it represents and how it's represented throughout the organization as a whole—and use strategies and tools that go beyond yesterday's approaches.
Scott Davis is managing partner of the Chicago office of Prophet and Cathy Halligan is a director with its San Francisco office. Prophet is a strategic professional services firm specializing in brand leadership and brand-driven growth. For more information, visit www.prophet.com.