Brand Identity Process & Beyond Analytics

In moving into the second third of the book, we're now taking a look at what makes a good brand identity process. The book proposes five phases:

1. Conducting Research.
2. Clarifying Strategy.
3. Designing identity.
4. Creating touchpoints.
5. Managing assets.

Over the course of the next several reading, we'll look at each phase in more detail. Tomorrow I'll be reading about conducting research.

Otherwise, something that I found very interesting was this quote:

"Analytics are important, providing the data that allows marketers to stay focused and pragmatic, while also serving to set boundaries and provide the underlying rationale for making decisions. But analytics shouldn't be allowed to overwhelm the intuition that characterizes great marketers. It's the insight that the data leads to that results in breakthrough products and compelling new customer experiences." - Micheal Dunn

I've always been of the opinion that using your intuition gets you going in the right direction but I'd rather leverage the insight offered directly from the market. The beauty about online marketing is the real time analytics.

However, Dunn makes a good point. Analytics are only one tool of the marketer. The ability to understand, interpret and act on your analytics is just as important as the data itself.