I just love one pagers! They offer a clear and conciseway to look at a program.
Silvia Azmitia shared this branding program model with me and agreed to let me write about it. (Click on the link to see it as a pdf.) What do you think of it as a model for a branding program?
While I assumed this was created for consumer products business only, this model can be utilized to analyze corporate brands or even to conduct a brand analysis of b2b company. Silva explained to me that the target audience should be read not as the general population but current and prospective clients.
Providers refers to the people who are involved with the organization but do not belong to it. For example, the company’s ad agency and other contractors. You could substitute that word for ‘suppliers’ or ‘vendors.’
The initials ATL and BTL stand for Above the line and Below the line. They refer to themedia selected to conduct a message to the target audience. Above the line is mainstream and massive media such as TV and radio. Below the line refers to more targeted media such as email marketing and other niche marketing.
So what do you think? Can you see yourself using this model to analyze your business or one of your company’s branded products? Leave a comment below.
