Everyone’s talking about brand value creation. So are we – but in a diff(f)erent way

Consultants need to spot connections that aren't obvious to everyone else. They must weigh up performance, perspectives and opinions, and form a clear stance of their own. They need to identify trends, evaluate them, react, and integrate them into their service portfolio— always backed by a strong industry perspective. But above all, consultants must have one thing: answers.
diffferent has a third ‘f’ in its name, which is why we sometimes come up with bold answers to questions that haven’t even been asked yet. Sometimes simply because we’re thrilled about a result and truly believe in it. Other times because we rely on our powers of observation and something far rarer: a gut feeling.

Two new diffferent offerings: Brand Impact Navigator and Brand Contribution Finance

Driven by pure conviction, we’ve developed two new products. Admittedly, we probably should have spent a bit more time on the names:

The Brand Impact Navigator and Brand Contribution for financial institutions.

Both share the same goal: the brand’s economic value contribution. Or, in marketing terms: the brand’s impact in euros.
Why are we so fired up about this? Because this information enables a new, different dialogue between marketing/brand management, sales and the CFO. It changes the game in budget negotiations. Because now we can speak to the CFO in a currency that is closer to their heart than perception or brand awareness: in euros.

Over the years, an endless array of brand trackers, ROI calculations, and communication KPIs have become standard practice—simply because the debate over what a brand actually delivers has been around forever.
Looking at the economic contribution changes everything. When you know the exact value a brand brings to business success, you can make far better decisions. Which activities are actually driving value? Which investments should be defended, increased, or reallocated? How high should the brand’s contribution be relative to overall business goals, like revenue targets?
This turns the brand into a core business metric—and gives brand leaders a seat at the table when strategic decisions are being made for the entire company.

Perhaps we love the Brand Impact Navigator so much because we are passionate about brands and the massive potential they hold for businesses. We want to give brand managers the tools that translate their tireless, strategically valuable, and highly complex work into metrics that CFOs actually understand.
Money isn't everything, of course. A brand doesn't suddenly become valuable only when you put a price tag on it. But this key metric opens doors within the company that brand leaders have been chasing for years.
Which brings us back to the question we answered before anyone even asked it: How do we make the value of a brand visible—so companies can make better decisions?

For financial institutions, we took that answer a step further with Brand Contribution Finance. We calculated the economic value contribution of over 30 retail banking brands across various product groups — simply because nothing like this existed yet.

More coming soon.

If you don’t want to miss out in the meantime, email us at hello[@]diffferent.de or register for our newsletter.