- Raising the Issues
- The Globalization of Marketing
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
Creating the Metrics
Is The Collaborative Three-Box Model working? Are we making progress toward the brand vision? Are our actions within the Global Brand Framework building brand preference and brand familiarity, creating trustworthy brand value and quality revenue growth, and increasing profit? Some of the goals of this book are to help you focus on the essential metrics and the creation of a Brand Business Scorecard. This means knowing and being facile with the metrics of brand progress; in other words, how are we doing? The output of The Collaborative Three-Box Model is funneled into a Brand Business Scorecard. How are we doing in terms of getting closer to our goals? Are we improving? Achievements are good, but it is equally important to see how close we are getting to our brand’s ambition. Having a common scorecard creates a platform for accountability, consistency, and cooperation.