Brand managers and senior marketers are typically tasked with creating annual brand plans which will create and drive brand growth in their chosen markets.
These brand plans typically detail the marketing milestones and initiatives that will fuel the desired brand evolution. Common measures used by marketing organisations include promotions, awareness, attitudes, uptake and sales, all of which help to create an overall picture of the health of a particular brand and its performance to plan.
Bringing all of these measures together is an enourmous challenge because the information always arrives in different formats from different sources. This means that creating timely and consistent evaluations of brand performance is not an easy task to achieve in isolation, let alone across a portfolio of key brands.
Mercurial marketing solutions help brand and senior marketing executives to manage and monitor brand health and brand optimization across entire product portfolios. We help organisations to rapidly integrate these multiple and disparate information sources into a best practice brand management tool which allows our clients to more rapidly understand key market dynamics and respond to risks and opportunities much faster than is currently possible.