Strengthening its position as a media agency using challenger thinking to drive disproportionate growth for clients, PHD Spain unveiled its newest offering, Brandnovation, a proprietary methodology which evaluates brands’ innovative communication and identifies where they can further make the leap in innovation.
Brands and consumers alike live in an increasingly changing and challenger world, a world in which to innovate means looking forwards and finding the best way to adapt, to stand out and to break the rules. Brands need to identify their innovation models to discover how to take the most of their communication strategies.
PHD Spain is looking to define what innovation in communication means. The official definition of innovation says that it is the “creation or modification of a product and its introduction into a market” but for brands, the concept is much broader. Innovation can be applied in very different aspects that go from products and services, internal processes, technologies, platforms, to communication and media.
And it is in this last area where PHD Spain can offer its expertise as a strategic partner: in the development of innovative communication.
Brandnovation is a consultancy model about innovation exclusively developed by PHD Spain, in which the user makes its way through a series of areas to identify how their brand innovates in communication. The Brandnovation algorithm then uses the positioning in each of those areas to assign an archetype that best defines the brand, and thus guiding the brand’s development possibilities.
The assigned archetype provides users a detailed and visual understanding of their innovative model in communication and allows PHD to build a well-supported conversation with the brand. The objective is to support the brand and foster their key points potential.
The evaluation areas consist of the following:
- Dedication: The importance placed on innovation in communication
- Interaction: The brand’s focus on interaction in their communications
- Digitalisation: The brand’s degree of connection with the digital world
- Formats: The use of formats or medium used in the brand’s communications
- Measure: The dedication to consumer analysis
- Investment: The amount of investment in brand communication
- Individualisation: The degree of individualisation of the brand’s communication activities
Brandnovation allows PHD Spain to start conversation with those brands that want to challenge themselves and make a leap in innovation in the communications of their brands.
