The Digital Brand Review (DR)

An independent audit of a brand online across all channels – from a human perspective

We follow a process for looking at any problem we come across, which involves a lot of research and our chief tool - our creative brief.


This process has evolved into a tool for describing and more importantly fixing brands online. So almost by accident we created a product. The Digital Brand Review (Formerly Phenotype Brand Review) is an independent audit of a brand online, instigated by that brand or a competitor. It aims to fix what we see happening often with brands - dilution of message or the wrong brand signals. And we do this not with software or automation (though we do have some tools for the task) but with humans searching and interpreting - just like a brand's audience.

Some of our thoughts on the Digital Brand Review

Data is the new sugar? People are the new data, surely?

Feb

05

2016

Data is the new sugar? People are the new data, surely?

Essentially the article argues that we marketers are hooked on gathering data, which is true, but that this has become the end goal in many cases. In other words, like sugar, we are all addicted.

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Digital Brand Review goes Open Source

Aug

20

2015

Digital Brand Review goes Open Source

The Digital Brand Review is released under a creative commons licence.

...CONTINUE READING
  • It’s like a health check for my brand – I love it!

    ---- Private Client Brand Manager