THE BRAND-INTERACTION ACCELERATOR™
The Brand-Interaction Accelerator is a graphic representation of all the phases of the convergence model. It is a tool that lets you see the dynamics of bringing brand and direct together. From creative that generates interaction to real-time accounting, it all works together to accelerate the old static budget into a dynamic, low-risk investment. Convergence is a living, breathing model that gives us constant feedback, informing us what works and what doesn’t. It’s the financial model used by Dell and others to kill their competition.
We begin with two concentric circles that connect in the middle (see Figure 9.1
). The top circle represents “above the line,” or what I call brand-interaction building advertising
. The circle below represents “below the line,” which includes direct, sales, and the sales pipeline. The center area, where the two circles come together, is the point of interaction. Above and below the line influence each other with their information and creative. The essence of convergence is building brand and demand at the same time. We’re going to leverage the budget to achieve dynamic and not static investment, which is represented by the outer rings of the circle. Knowing what is working in real time and investing in it to keep it going is the high coefficient that drives success. ...