Brand fragmentation is a consistent theme we see in our industry and client research. There are lots of reasons for this, but mainly the folx charged with “managing the brand” are thinking about “the flagship.” When you embrace the adage that “brands aren’t what you say they are, they’re what they [your audience] says they are,” the fragmentation is obvious.
With social listening you collect the conversation as it happens, offering opportunities to understand what’s happening now so you can make changes for the future. But the real power comes with the ongoing analysis and context that allows you to better understand your baseline conversation and create personal benchmarks, track seasonal changes, evaluate the effects of crises, and measure the impact of new campaigns.
Collegiate athletic programs exist for a number of reasons; namely, they’re a huge revenue generator, taking advantage of conference-affiliated and national television broadcasting contracts and merchandising to market their teams and universities.
Late in February, with the college basketball season hitting its home stretch, the sport’s biggest rivalry returned to the biggest stage, with the eighth-ranked North Carolina Tar Heels visiting the top-ranked Duke Blue Devils.