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MEYOCKS RELEASES NEW TOOL ALLOWING MARKETERS TO ASSESS, COMPARE A BRAND'S MARKETPLACE MEANING
Source: Meyocks news release

A new online tool will help marketers chart the meaning of their brands and plot strategies to strengthen them.

The Brand Typology Tool, developed by branding and advertising agency Meyocks, includes a series of 13 questions through which a brand marketer explores the primary reasons customers choose one brand over another. Once those questions have been answered, the tool generates a report that graphically conveys a brand's meaning along four dimensions: Functional, Experience, Image and Mentor.

"We developed the Brand Typology Tool to help marketers assess a brand's marketplace meaning," says Doug Jeske, president of Meyocks. "We believe it will be a useful tool to help marketers uncover opportunities to build even more meaningful connections between brands and customers."

The Brand Typology Tool report also compares a brand to iconic brands of the same type. A marketer may use the tool to assess key competitors and understand their brand meaning along similar dimensions. Armed with this information, the marketer can uncover opportunities to build on current strengths or shore up weaker areas in the brand's value proposition.

"One particular area marketers may explore is the mentor branding dimension, that is, the degree to which brands get credit for providing value-added information, customer inspiration or customer advocacy," Jeske says. "While not appropriate for every brand, mentor branding is correlated with faster revenue growth and, therefore, worthy of strong consideration by marketers."

The Brand Typology Tool is available for free at www.brandtypologytool.com.

Meyocks, based in West Des Moines, Iowa, is a branding and advertising agency that shapes marketplace meaning for food, agricultural, health and mentor brands.


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