It's not what a brand says, but what a brand does that really matters
It is now increasingly being recognised that traditional brand building activity via mass media channels is becoming less effective; consumers are not as easily 'swayed' as they once were. There is a real sense that brands are being judged by consumers more on the basis of what they do, rather than what they say. The rapid and continuing growth of social media also means that that brand experiences are now much more widely exposed, so that how a brand behaves can be very quickly and widely communicated - for better or worse.
Recent work conducted in London with one of the UK's leading media agencies has demonstrated that 'brand behaviours' make a very significant contribution to brand perceptions and patronage. There are some excellent examples of specific brand behaviours campaigns that have been very successful, such as Virgin's 'share a cab' service. In the case of Virgin, this is just one of many specific behaviours intended to drive enhanced brand perceptions.
Woolcott Research can (through the use of ‘response latency techniques) measure the impact of an organisation's brand behaviours on consumer perceptions, even to the point of arriving at a single 'brand behaviours score' (similar in concept to the Net Promoter Score) which captures the overall impact at both an explicit and implicit level.