Measure your brand with John Philip Jones

MUMBAI: “A brand is a wasting asset and must be revived and rejuvenated at regular intervals if it’s to thrive; it must be constantly updated with innovation and communication must be relevant,” believes John Philip Jones, the most authoritative voice on the subject.

Indiatimes Mindscape presents an opportunity for India, Inc. to learn the art and science of successful advertising from the renowned advertising icon, Prof Jones. He will address the Indiatimes Strategy Summit in New Delhi on Tuesday. He will also address the Indiatimes Strategy Summit in Bangalore and Mumbai, on August 10 and 11, respectively.

Prof Jones will share his insights on brands in the 21st century, retailing and branding and techniques to sharpen advertising strategies.

Prof Jones, a distinguished educator, will share insights on the best international practices that make advertising accountable and effective. The renowned advertising icon has developed methodologies that allow one to measure the short-term effects of advertising and gauge the effects of advertising on sales.

“Any advertising that does not deliver sales in the first 7 days is completely ineffectual,” says Prof Jones. He feels the immediate (7 days) impact of short-term advertising sales (STAS) can be influenced by a good creative, while the medium-term (one year) impact can be created by a combination of creative, ad-spend budget and media choice through effective planning.

His measurement devices, STAS and advertising-intensiveness curve (AIC), are regarded as robust measures of an ad campaign’s innate strength. He brings with him 25 years of experience with agencies like JWT and has handled brands like Lux, Pepsi and Gillette.

In 1991, he was named distinguished advertising educator of the year by the American Advertising Federation and was named member of the council of judges of the Advertising Hall of Fame.