Paul Hindle is the Director of Communications Planning for Y&R Brands and was a last-minute fill-in at Brand ManageCamp 2006 for John Gerzema. Paul did a fantastic job at the conference describing the essence of Y&R Brands' newest measurement for their Brand Asset Valuator - Brand Energy.
In this podcast, Paul was kind enough to spend some time recapping his Brand ManageCamp talk and providing the 30,000 ft. view of what Brand Energy is all about. He explains that the Energy measurement takes a major leap forward in that it focuses on a brand's momentum. This means that, instead of most measurements that focus on a single point in time, Y&R's tool is able to take a much more dynamic stance.
As Paul explains, most of the 'old' measurements that marketers have had were designed for a 1-way, push advertising model. A model that, increasingly, is becoming obsolete. Energy, on the other hand, looks at things from an overall and cumulative point of view - allowing marketers to measure the overall effect of their marketing plans and delivering information on new communication tools previously considered 'unmeasureable.' Well, enough from me...let's hear it from Paul.
Click below to listen to the interview (approx. 11 minutes):