The agency I work for has come up with something called Brand Energy. This is a representation of perceptions that a brand is moving in a particular direction; that it has a clear (perceived) purpose in the world. The measure of Brand energy is established by performing a regression analysis of actual stock performance against specific brand imagery.
Energy has also been integrated in our global brand evaluation tool, Brand Asset Valuator which interviewed 500,000 consumers about 35,000 brands in 44 countries. No, it isn’t rocket science (though some people treat it as such). Neither is it an idea-generation tool, but it can be a useful gauge for brand performance, which can be applied to compare brands and to figure out what works and what doesn’t (sorry, I meant to say what has worked and what hasn’t).
Our agency is pushing this Energy “tool” across its global network and also trying to turn Energy into something synonymous with Y&R; adding a new dimension to the agency brand. So if one of the objectives is to energize a tired agency network brand and also show that we, as an agency, live what we preach (bringing the brand to life – energizing it – at every touchpoint), I think our Rio De Janeiro office is doing an excellent job at it.
Receptionists at Y&R Rio De Janeiro
We’re trying our very best in our office too. And although our alternative form of energy comes in a somewhat different physical shape and form, the sheer power of its physical manifestation a.k.a. as Rob Campbell can be felt throughout our office, region and entire global network. This energy form is Anger. Pure anger. And it has the potency to ignite and energize any brand in the world.
Hari
March 9, 2007
now if only energy looked a lot better…
fredrik sarnblad
March 9, 2007
Are you thinking of the blonde or the brunette?
Hari
March 9, 2007
I was thinking about my Deepak Chopra pic actually…
NP
March 9, 2007
Rob Campbell is very clever, witty and nice (if a tad angry) but sorry Rob, it’s Rio for me.
Rob
March 10, 2007
Hot babes beat angry men. I vote for the energy in Rio.
lauren
March 12, 2007
thank god elvis is dead.. otherwise i think he’d have a heart attack if he saw that impersonation by rob!
fredrik sarnblad
March 13, 2007
I thought that energizing impersonation could potentially resurrect Elvis from the dead.
Robert
March 13, 2007
Don’t tell Jill Elvis is dead or I’ll never stop her crying!
lauren
March 13, 2007
rob, i don’t think i really want to know this, but – do you wear that get-up at home – is that why jill believes he’s still alive? lol!
Rob
March 14, 2007
Lauren … can you not bring up how I keep the romance alive at home please.
Will
March 29, 2007
I want to work in Rio. Not with Rob.
Sorry mate (even with the lure of Championship football ‘discussions’).
fredrik sarnblad
March 30, 2007
Will. I’m not quite sure how to read your comment. Does it mean you don’t want to work with Rob, or are you just assuming Rob won’t work in Rio? You see I always liked the idea of working with Rob in Rio.