How Brands Can Reach Consumers on Every Platform

The current proliferation of media -- and devices on which to consume these media -- is great for advertisers. Reach has exploded as new and affordable consumer-facing technologies hit the market, from inexpensive smartphones to reasonably priced tablets. However, with added exposure comes the risk of saturation, which leads to a more competitive media marketplace.
 
Media brands need to make connections with consumers across several platforms, not just one. Marketers looking to make the biggest impact need to ask themselves if their research plans include efforts to expand the value of the brand, strengthen or retain its foothold in the hearts of media users, and deepen its pool of ad dollars.
 
Great media brands do not appear overnight. Ideally, they are carefully crafted through one consumer experience after another, each forming a building block. Here are the key building blocks for making an impact across the web.
 
Brand resonance
When consumers feel an affinity with almost anything -- a coffee type, skin care product, or TV network -- we say that the brand resonates. By measuring the resonance of media elements, such as personalities, programs, and brand names, companies can confirm the connection between engagement and advertising, as well as ad recall and reactions to advertising. To do this, marketers should evaluate numerous statements to enable analysis at a detailed level, uncovering brand opportunities and challenges.
 
Additionally, by analyzing responses to combined statements, marketers can gain a quick view into brand strengths and weaknesses in four key areas: loyalty, attachment, engagement, and community.
 
Here are example statements for each key area: ...