How we came to this let's start with how we came into branding

1 We had been providing search engine promotion services. We sold contextual advertising.
More than one year had passed before we developed the functional diagram of shaping the demand for the product in the brand we were interested in.
We rose to the level of shaping the interest and desire regardless of the current demand for this brand. This could look simple at first sight — we started pulling attention from the environment around the subject to shape the consumer's attitude to the brand at the level of preliminary contacts.
Preliminary contact
This means that right now he/she does not need the product of this brand. For instance, a young man who has no driving license yet, already knows which car he needs. Where from?
Or an even simpler example: by the time a family moves to a country house, the people already know which drainage pump is the most reliable, and which roofing manufacturer can guarantee proper quality.
A young man may come into contact with a jewelry brand five years before he needs to buy a wedding ring.
We learn to act in a way which will not make us regret it afterwards. We seem to receive 80% of all the information on the go, and not from a textbook.
We live in a society and at the same time
in an environment overloaded with information.
Nearly always we have to rely on something, trust something, to make the correct move. That's where reputation gains importance. The reputation of a person, country, company, religion, industry, or brand.
The consumer's attitude to brand products must be shaped by the time he/she is ready to spend money.
We shape the demand, interest in the brand products, as well as the preferences related to other brands.
Hand this over to prepared clients
(representatives of the audience)
in the direct sales area.
Direct sales oriented advertising (search engine promotion, YandexMarket, YandexDirect) will be put to work there. These tasks are not for branding.
We assess the efficiency of the following:
Number of visitors of the brand website
Click-through rate
statistics in the course
of the campaign
of registered dealers
At that transient stage we can always make a data slice, monitor the yandex.wordstat statistics of the brand-related queries, and also analyze their popularity dynamics compared to other months and years. We can draw conclusions and assess the efficiency of the work done.
Such parameters, as the number of visitors of the brand site, click-through rates in the course of the campaign, number of registered dealers, and the sales level also have to be considered.
The essence of our approach is the concept that under certain conditions
we can forecast
all of these parameters to some degree of accuracy for each of them.
4 Forecasting
Funds (in million rubles) invested in impressions
Number of impressions.
Initial advertising exposures
Number of users who learned about the brand
Number of click-throughs (thousands) to the brand website
Number of users who remembered the brand and its messages
Sales volume
Number of users
searching for the brand in search engines
Number of users buying it afterwards. Deferred demand.
5 We use our own "brand cultivation" technologies
We researched the psychology of advertising, sociological phenomena and analyzed the function of the message at the neurological level. As a result, we developed unique demand shaping practices. We overcame the stubborn numbers and increased them a great deal. We increased the number of brand queries by dozens of times, created thousands-strong brand communities. We repeated the process again and again.
6 Other branding approaches
Our offline colleagues have an understanding of the branding and demand shaping tasks in general, but they do not have as much as one tenth of the tools we use online.
Hardly anyone uses engineering calculations as an approach to advertising in digital media, as this is very expensive. They have no in-house production assets. Or not enough of them.
SEO agencies do not understand the demand shaping issues, as they only work on one self-contained process without giving a second thought to what it does in the marketing scheme of a specific business.
7 Who find this suitable? Who will find our services useful?
We find it most convenient to work with serious businessmen who can deal with people, do not get euphoric, enjoy working, and understand the financial structure of business.
Reference profile for 2013:
Medium-weight brand with background on foreign markets (ten thousands of such companies).
A really strong brand. A good product multiplied by good marketing gives a good dynamics and a strong position.
Sufficient transactional turnover to coveran audience of several million. Or, in a nutshell, starting with RUB 3-5 mln/year.
A dealer system, as well as a plan for building it, and availability of the personnel possessing the relevant competencies.
A formulated mission, messages, a content bank in a foreign language, including videos, photos, and text.
A person capable of adapting the materials as the work progresses and of keeping to a schedule.
If all the six requirements are fulfilled, the work will be well predictable and understandable from the point of view of the in-house production assets.

All of this is applicable when there is a constant demand, i.e. commercial requests to yandex.wordstat corresponding to the relevant subject. This was a way to understand the current activity on the service market, product category market, brand market, etc. Yet, the market potential was significantly greater.

Providing these two services, we fought for customers at the level of a conscious interest in the product category, and quite often in a specific brand or a number of brands in this category, using some ready-made solution. What exactly?