Brands belong to the world. To people. Brands talks. And they must listen.
But how can one get there? SCOPE has the answers.
There is no going back to a time when brands had total control over what was said about them.
Acknowledging that today there are many agents speaking of your business is a powerful opportunity.
More than controlling or monitoring what is said, , it is essential to understand how the brand can optimize what people are saying about it. And to find ways to reverberate the brand’s official messages.
This way, the brand harnesses the potential of each medium, interacts with the consumer and creates more immersive and relevant stories.
SCOPE is the
first analysis tool for transmedia communication in the world.
Although there are metrics to evaluate each medium individually, they do not assess the result of the infinite interactions among several platforms, messages and consumer profiles. SCOPE does.
MAPS THE UNIVERSE OF THE BRANDS.
Not the universe executives and advertisers define for the brand, but the universe spontaneously born out of the relationship between people and the brand in its diverse manifestations.
SCOPE thoroughly investigates
the result of interactions among messages, media, brand and consumers, and it identifies components that are poorly exploited,
indicating corrections in route.
How it works
Based on a deep research conducted with consumers — carried out on a digital platform, especially developed for it —, SCOPE rebuilds the brand’s universe revolving on its narratives..
SCOPE analyzes the universe of narratives in the light of strategic and business goals.
This assessment is based on the balance among six factors, called
The 6 Es:
empathy, exclusivity, existence, expressions, essence and empowerment.
The 6 Es assess the brand’s capacity to create powerful narratives (story), to distribute and compel them in an efficient way (telling), and to commit people to its content, encouraging them to share (sharing).
As a result, a map emerges, encompassing all narratives the brand has already built, all narratives the brand is about to build, as well as all the potential ones.
SCOPE reinvents the way of regarding communication.
What it delivers
A new era requires new metrics. SCOPE does not substitute the existing metrics; it complements them...
From MESSAGES to NARRATIVES
It unravels the most powerful narratives concerning the brand, evaluating the impact of the sum of its actions.
From the MEDIA PLAN to TRANSMEDIA
It maps the routes taken by the narratives through spontaneous and paid media.
From CONTROL to CO-CREATION
It evaluates the mechanics of interaction among diverse messages released by the brand itself and the audience.
It orients the strategy for future campaigns, besides improving communication briefings related to the construction of the brand.
From END POINT to CONSTAINT REINVENTION
It pinpoints unused opportunities and gaps in the communication, acting as a compass for route changes.
Do you have any queries? See if your question is already answered in our Frequently Asked Questions. (If not, just contact us, and we will come to you and present SCOPE in person)
Is it possible to assess the interaction between online and offline media?
A: Yes. The methodology envisions that. In addition, means that communicate but that are not perceived as media, such as display cases, flyers, POS material and any platform that conveys something about the brand, may be included in SCOPE®’s individual and joint assessment.
Would I be able to verify any campaign?
A: Yes. SCOPE® works with the potential for the brand’s symbolic construction. Thus, any campaign or ad from its communication history may be evaluated for the company to understand how it takes part in the construction of the brand’s overview — and narratives.
Would I be able to evaluate the material produced by the consumer?
A: Yes. SCOPE® envisions the use of stimulated and spontaneous material: communications traditionally perceived as media, and communications recognized as media by the consumer.