The Other Side of the Brand - Collecting and assessing current marketing communications (marcom) is an important part of brand or issue research. It's when we get to see the other side of the brand, the side that is created by the company, as brands are really the result of a dialog between companies and their customers.

A Compliment to Customer Research - Marcom auditing is always done in conjunction with InPerson, Guided Online, or Incognito research.

Commonalities and Contrasts - When analyzing marcom, we apply the same measures to it that we do to customer research. We look for the essential elements of Brand DNA, and how they're similar (or not). We also contrast the basic themes and messaging to current positioning determined from customer research.

Marcom Audit research is intended for:

• Online products and ecommerce

• Consumer products

• Competitive Attribute research

• Sales and CRM issues

Collection
We collect all literature, websites, broadcast media, press releases, print advertising, collateral, direct mail and products that communicate messages about the brand or issue being researched.

Review and Analysis
We review all materials, looking for prevalent themes and Brand DNA.

Comparative Analysis
We compare Brand DNA found in marcom to that found in customer research and look for similarities and dissonances.

Summary Findings
We present a detailed report and analyses of all findings.