What is Brand Impact Potential?

At the beginning of this year we started a discussion in the Netherlands about Brand Impact Potential and after a fussy beginning, people started to grasp the meaning of this distinction. I would like to share our intention and way of thinking.

The distinction.

First, we created Brand Impact Potential in order to make something distinct. n our work with Aprais we found that on the level of marketing and branding we work the 'having knowledge and experience' is not the problem.

Somewhere, in agency or advertisers teams the knowledge or access to the necessary knowledge is there, but often clouded and hidden by bureaucracy, fuss, turmoil between people, teams, management, etc. In Dutch we call that 'gedoe'. 

Mostly we all know this is happening, that is why we have account managers, client service directors, marketing assistants to deal with the 'gedoe' as well and professionally as possible.

The backside of this is that it becomes really difficult not to be focused the 'gedoe' but on what is clouded. That is all the potential that is accessible, but not used. And potential is more than knowledge and experience. Potential is something that only becomes present when knowledge and experience are being used and applied. In other words; you don't know what it is, until you step into it. 

Therefore, Brand Impact Potential is currently dormant in the teams working on brands that can have a powerful impact on the brand if that is accessed and awoken. It is where the surprises take place, the unseen possibilities.

Dealing with 'Gedoe'.

As I mentioned before, 'gedoe' stands for bureaucracy, fuss and turmoil in working relations. The problem is that we are so used to it that the idea of 'gedoe' not being present seems like a pipe dream. So, it takes willingness both from agency and client to go beyond what is expected in the normal line of work.

In most working relations this is an unknown territory and in itself a mind opener as well. Just imagine that 50% of all this disappears; what would then be the possibilities? Then catch yourself thinking of things like 'get real' and ready to go back to your known way of working. It really takes a commitment to deal with 'gedoe'. Without that commitment not even Aprais can bring you the full brand impact potential.

Performance.

Aprais is all about improving performance and performance is an all human phenomenon. So, dealing with performance improvement is dealing with our own stuff, fuss, turmoil and everything else that is in the way of what we are really capable of. With the distinction 'Brand Impact Potential' we intent to create a new access in order to impact the brand where it counts, with your clients and potential clients.

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