News
OnRequest Images launches Visual Brand Project
Shortly after launching "OnRequest OnPro" a custom photography production platform, OnRequest Images has started "The Visual Brand Project" a new initiative to measure the economic impact photography has on a brand. This project will attempt to define the value of a photograph by analyzing information from think-tank sessions, industry surveys, public discussion forums, interviews with brand, marketing, and creative leaders, and a series of quantitative studies. The goal for this project will be to establish a baseline for measuring how brands are visually represented through photography. "Iconic brands such as Apple and Nike understand the importance of using compelling and unique imagery as a core component of their brand building efforts," said David Norris, CEO of OnRequest Images. "While every marketer understands that images represent an important part of their brand building efforts, they lack practical ways to measure the financial impact that images make on their overall brand value. This initiative will provide companies with an important set of best practices for improving brand imagery and tools for determining the return-on-investment for their image expenditures."
OnRequest Images has defined the following factors that determine the relationship between brand equity and visual imagery.
• Consistency - inconsistent use of OnBrand imagery is one of the major factors undermining many corporate brand-building efforts.
• Alignment - how a company aligns imagery within the context of their existing brand standards plays a central role in how their target audience perceives their brand.
• Uniqueness - "over-used" imagery can hurt brands by confusing customers and diluting brand equity.
• Volume - how much imagery a company uses to communicate their brand value proposition is a quantitative aspect that will be explored in this initiative.
• Recall and Attribution - how well a specific target audience associates certain imagery with a particular brand and their level of recall will also be taken into consideration.
Click here to view the original press release about The Visual Brand Project.
Click here to view the original press release about OnRequest OnPro.
Click here to visit Norris OnBrand (a blog from OnRequest CEO David Norris).
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