Brand Equity Management (BEM) allows business owners and managers to make decisions how to promote their business.
The more complex the media they use to communicate to the audience, the more complex the decisions are.
Let’s assume there are three historic phases to advertising, defined by media technologies:
Phase 1) Rich advertising is available to few
Due to technology limitations, only few companies can advertise or offer advertising services.
Adverts are short films or images and have complex brand messages.
Owners and managers had to hire someone to help them with advertising.
This is basically advertising since ancient Egypt until Google AdWords.
Phase 2) Limited advertising is available to everybody
Technology allows everybody to easily advertise globally.
Owners and managers of businesses advertise on their own, and do not outsource.
Meaning, they make decisions on their own.
Adverts however are reduced to a limited brand message, mostly text.
This is where we are now with digital advertising.
Phase 3) Rich advertising is available to everybody
Technology allows everybody to advertise with rich content and media, and communicate a more complex brand message.
The millions who got used to doing simple advertising themselves in Phase 2 will have to make more complex brand decisions as they have to produce for more advanced media.
Simple short text ads and keywords will not work anymore for everybody, and brand message will need to be richer.
This is where we will be in few years as web moves away from text to visual (video, VR, etc).
We are aiming to solve the problem of moving millions of advertisers from Phase 2 to Phase 3.
Brand Equity Management was, just like advertising, a method limited to the very few.
BEMapps.com is a tool for every micro business that grew on Ebay, Amazon, Google, and Facebook of the past.
It helps them use their resources and advertise most efficiently in rich media.
Goal is to empower people and help them not fall behind as technology landscape changes.
|Informal marketing problem||World Economic Forum report: Skills needed in 2020|