Data from Edelman’s Brand Relationship index show that the average global relationship brand strength is only 38 out of a possible 100 points.
For brand managers, that number is depressingly low.
Edelman should be lauded for embarking on this new territory, but the average score should be taken with a grain of salt. Clarifying the global status of how brands are viewed among today’s varying generations is helpful, but the numbers tell only one story.
The question
The index should trigger brand manager’s curiosities. Many of you are probably asking, “How does this affect me?”
Marketers worldwide will want to analyze and evaluate what their actual scores.
Considering that the average score turns out to be just short of the invested stage, how should individual brands be scored? What steps might they take to improve their scores?
The answer
It all goes back to garnering media attention and attracting consumers. Whether the media relations coverage is paid, peer or owned, Edelman suggests that a mix of these is key.
What’s most important is a brand manager’s ability to recognize and analyze their audience.
They must segment their coverage based on what is known about their readership and viewership habits. Doing that requires the ability to tell stories.
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There isn’t a formula for great storytelling. The data suggest it requires a knack for engaging a particular segment an audience with an emotion that leaves a lasting impression.
Doing that presents an opportunity to change consumer behavior. That’s true whether the coverage is paid, earned or owned.
Though there isn’t a formula for the courage needed to activate change among a group of consumers, thanks to Edelman, marketers can now offer a rationale for activating it.
Noemi Pollack is a 30-year PR veteran and CEO of The Pollack PR Marketing Group .
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