Tag Archives: brand categories

Proofs of Concept

9 Oct

In 2012, after 30 years in marketing agencies, enterprise Web development and content optimization, I founded RankTank. Other ventures in the works include a set of reports to quantify the Ranking Signals sent and received by a brand’s Websites and social profiles; and a methodology that scores 130 site and profile attributes and 170 social media and online community interaction elements, weights, cross-relates and rolls them up into comprehensive measurements.

Over the past few years, using this and similar scoring methodologies, I’ve run proofs of concept for or on:

  • Brand consulting agencies (including Brand Finance, Interbrand, Corebrand, Millward Brown, Intangible Business, KPMG and others)
  • Footwear manufacturers (including Merrell, Nike, adidas, New Balance, Saucony, Vibram)
  • Financial services (including Credit Suisse Holt, Collins Stewart,  Applied Finance Group)
  • Healthcare — Fybromyalgia — brands (including Pfizer’s Lyrica, E.I. Lilly’s Cymbalta, Forest Laboratories’ Savella)
  • US commercial real estate (including Aimco, Archstone, Avalon Bay, Camden Living, Equity Residential, Post Properties, UDR)
  • Spirits (leading brands including Wild Turkey, Crown Royal , Glenlivet, Johnnie Walker,  Jack Daniel’s, Gentleman Jack, Jameson, Jim Beam, Jim Beam Black Label , Red Stag, Dewar’s, Maker’s Mark)
  • US law firms (regional firm group Thompson Hine, Vorys Sater, Porter Wright, Taft Stetinius, Calfee Halter; major firm group: O’Melveny & Myers, Gibson Dunn, Latham & Watkins, Kirkland & Ellis)
  • Restaurant brands (10 Casual Dining, 10 Fast Food, 10 fast Casuals)
  • Tourism (13 international tourism destination brands)
  • ESG/CSR (rating oil & gas, mobile telecomms, media, leisure goods sectors for the corporate name + modifiers like responsibility, sustainable, polluter, “Global Reporting Initiative”)
  • US energy sector (including NRG, AES, PSE&G).

In some cases, my goal was not just to prove the search ranking concept (which I’ve published as http://RankTank.eu/), but also to prove out a deeper proprietary methodology that explains the rankings in terms of the quality of a brand’s website and social profiles (130 measures) and the depth of its interaction with social networks and online communities (170 measures).