Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, VP of Strategy at Savage Brands, and my guest again is Jeppe Hansgaard, partner at Innovisor. So, Jeppe, welcome back to Brandonomics.
Jeppe: Thank you, Robin.
Robin: Well, Jeppe, I know of Innovisor as the leader in organizational network diagnostics, but this isn’t something that’s on everybody’s radar. They don’t know about this.
Jeppe: No, that’s true.
Robin: So from a branding perspective, we’re all about trying to find the right messages, but then you have to get them out in the most effective way. So how does this concept help us do that better?
Jeppe: So the whole idea about network diagnostics is that we can identify people that are more important than others; and what it helps you to do is actually it helps you to focus and target your communication to the ones that really matter, and spend less energy on the ones that do not matter.
Robin: So in this case, when you say, “The ones that matter,” you’re talking about your brand influencers.
Jeppe: Exactly. The ones who have the most influence within the company.
Robin: So once you’ve targeted those influencers, how would you go about communicating to them in a special way versus the way we might do it traditionally?
Jeppe: So I would enter into a dialog with the influencers. I would establish a certain channel to them so we could test messages, see how that resonates with their feelings about the brand, and adjust the brand to that as well. I would also make sure that we’d have feedback sessions with them, so if something is not really rolling out in the company, they could tell you where we would have to adjust our initiatives.
Robin: So find out first from them how it’s going to be successful.
Robin: Perfect. Well thank you for sharing that.
Jeppe: You’re welcome.
Robin: Thank you. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.
brought to you by