News//Press
DEMNER, MERLICEK & BERGMANN is all about brand magnetism ©!
For the first time the appeal of brands is measurable!
DEMNER, MERLICEK & BERGMANN together with the support of the of m.core Institute of the Vienna University of Economics, developed a tool to measure the power of attraction of brands.
The secret force.
Strange things have been happening in Lehárstreet: Cars and mopeds sticking on to the façade, manhole covers and bicycles, as if played by magic, are magnetically drawn in, or the agency boss himself, who can’t tear himself away from the wall…
The explanation: At DEMNER, MERLICEK & BERGMANN brand magnetism © has broken loose. However, by now it was navigated back into the right direction and is now a 100% state-of-the-art tool, which enables measuring and presenting brand magnetism ©.
Prof. DDr. Bernadette Kamleitner: “It was exciting to join the students in developing a tool that factors in, that not all perception components are always equally important. Every brand and industry can have individual driving forces.”
Magnetic brands have more loyal customers.
The overall desire of advertisers is to increase the attractiveness of brands. After all, magnetic brands have a more loyal customer base and are recommended far more frequently. This is an essential advantage to have – not only in highly competitive markets.
The good news: Instead of simply relying on gut feeling or trying to depict singular image values from market research, there now is a first time scientific method that doesn’t only describe the attraction of a brand in words, but also in numbers which therefore makes it comparable.
How does that work?
In a multi-stage process a method was developed, which enables summarization of the attraction of brands not only in words, but also in valid numbers and concrete measures. Based on existing brand recognition there are three primary constructs which influence brand magnetism © across industries: Reputation, Emotion and Curiosity.
Katharina Schmid, Executive Board Member / Strategic Planning at DEMNER, MERLICEK & BERGMANN: “Brand Magnetism © is an instrument that allows us to make a diagnosis based on these three aspects, but furthermore explain the ‘Why’. Within our strategic approach, this allows us to target and plan within the meaning of the respective brand.
Looking at the example of Niemetz chocolate marshmallow we saw that the chocolate marshmallows draw the magnetism primarily from emotions. When asking for the ‘why’ a clear picture was presented to us: The responses are unanimous when it comes to the unique taste. However, when asked if the ones with or without coconut are better, the nation got divided into two camps. We used that in our communication. The result can currently be seen on TV and is also proof that our brand magnetism © tool stakes out ideal strategic game plans to create long-term successful and efficient communication.”
Not all brands are equal.
That’s why this method does not only measure the respective performance in these three dimensions, but also the individual importance of these parameters of the particular brand. Therefor brand magnetism © is not merely a positioning tool, but rather more a directional analysis.
The good news: All three drivers can be steered through communication. For the client this results in an advantage towards competition, because magnetic brands have more loyal customers and are recommended more often.
By optimizing brand magnetism © one accomplishes targeted-oriented communication and furthermore a strategic foundation, on which a long-term customer behavior can be influenced.
Brand magnetism © - the new currency.
Every brand has magnetic potential. DEMNER, MERLICEK & BERGMANN has made it their topmost objective to discover this and awaken it within. This is how we manage our clients and their brands to success. Mariusz Jan Demner: “Our work has always been focused on magnetically charging up the brands of our clients using campaign- and media-independent ideas. It is essential, where and how one stands on the market – brand magnetism © is therefor an important currency of communication.”
Katharina Schmid: “We are convinced that brand magnetism © is a reliable and recognized benchmark for the establishment and evaluation of our industry.”