In the future it will be about attitude, positioning and value messages. This applies equally to politics, associations and companies.

Guest contribution by Roberto Minasso, Managing Director I Global Account Manager I Partner at UNICEPTA GmbH

In my opinion, it is definitely an interesting project that deserves attention. “Brand personality profiles” are of course more than just emotions that are evoked; it is (now and in the future more than ever) also about attitude, positioning, value messages, codes of conduct etc. This applies equally to politics, associations and companies.

Versatile, exciting KPIs that are shifting more and more towards societal perception and therefore have to focus more clearly on the “society” stakeholder, which has recently been noticed again. In this context, it is also important with regard to the measurement:

a) AI only helps to a limited extent, the human component in the evaluation according to a clear “code book” is important. Big data must therefore be properly staged or flanked by a human brain and then become smart.

b) the right choice of media and the evaluation of each question is also highly relevant. A corresponding filter in big data is therefore important for each question.

c) A derivation / recommendation from the collected data should not be missing in a good measurement / analysis.

I am happy to follow your blog!

Measure brand. Durch-die-markenbrille.de: “Take a closer look at the stakeholder” society “”

Durch-die-markenbrille.de: Roberto Minasso, Managing Director I Global Account Manager I Partner at UNICEPTA GmbH

This post is also available in: German