Brand Energy 

At RKCR/Y&R we believe that what brands need most today is energy.  Advertising agencies are often tempted into claiming a new point of view on their business, and often these points of view amount to little more than rhetoric or hot air.  But Brand Energy isn’t hot air – it’s real, powerful and important. 

The thrust of Brand Energy is this.  A brand – any brand, whether a plainly commercial concern or a more complex entity like the BBC -  needs motion, momentum, and a trajectory that demands to be noticed.  It’s not only where the brand is, but where it’s going that matters. 

We have a unique research tool called Brand Asset Valuator (BAV). BAV is the world’s largest brand database, having now been in existence for over 10 years.  There are many facts and figures about it, which we could relate at length, but suffice to say that it tracks the opinions of 350,000 people on 19,500 brands around the world, with 56 different metrics.  It’s a serious piece of research.  And it has shown us what successful brands all have in common – an energy comprised of a dynamic disposition, a clear vision about what they are doing, and a willingness to keep innovating. 

We know what Brand Energy is.  We know how to generate it, how to measure it, and crucially we know how it impacts on important things like customer (or viewer) loyalty.