What is a Driver Brand?
In 2000-01, The Monogram Group collaborated with Professor Sanjay Dhar of the University of Chicago Graduate School of Business to develop a more precise way to value brands.
Our hypothesis, proven correct by Prof. Dhar, involved correlating the skill of the marketing and advertising done on behalf of a brand with its financial success, and thus its value as an intangible asset on a company’s balance sheet.
One important outcome of our research was to powerfully shape our point of view, which is there are only two kinds of brands:
A “Passenger” brand, the hallmark of a company that: sees itself as a supplier
marginalizes the brand in the marketing silo
allows customers and other intermediaries to control its brand
enables other brands in the category or the channel to acquire brand power.
A “Driver Brand" , where the company that: structures the entire company around the brand
allows customers and other intermediaries to have inputs, but not control, over its brand
focuses on building a relationship, then passion and loyalty, with its end customers/consumers
commands a price premium because of its brand.
Whether we create a brand, expand a brand or boldly reposition a brand, The Monogram Group lives in the world of Driver Brands.