NEW YORK: The GCI Group has launched DynaBranding, a consumer branding approach that aims to quantify a process normally dominated by guesswork.
NEW YORK: The GCI Group has launched DynaBranding, a consumer
branding approach that aims to quantify a process normally dominated by
guesswork.
Developed along with GCI’s research partner Berrier Associates,
DynaBranding is basically the formalization of a strategy practiced for
the last year by Carla Stanmyre, EVP and head of the North American
marketing practice.
The first step relies on research - either provided by the client or
done by Berrier - that determines the strength of a brand’s image and
its awareness level among target audiences. After being placed in one of
four categories (DynaBrand, sleeping giant, ho-hum brand or do-or-die
brand), a PR strategy is constructed to address brand weaknesses.
Stanmyre, who oversees accounts such as Intel, British Airways and
Pharmacia & Upjohn, said the approach provides a level of brand strategy
that is usually reserved for advertising agencies.
’Clients don’t ask for this because they haven’t looked to PR to address
the issues this way,’ she said. ’They look to ad agencies for this
branding insight.’
Taking one brand through the method costs between dollars 10,000 and
dollars 50,000, depending on the amount of original research Berrier
needs to do and the complexity of the client’s industry.
