ROS stands for return on strategy. In my world brand strategy is strategy. As “an organizing principle for product, experience and messaging,” there is very little that a brand strategy doesn’t touch.
So as Sears tries to become profitable out of bankruptcy and needs to sell under performing stores, that’s about the product. The retail stores being Sears product. If Sears decides to double down on Spanish and Latino customers (as I’ve suggested for years), that’s about experience. And if Sears wants to let customers know it’s time to check it out again, that’s messaging.
The best brand strategies are business-measurable. Not in awareness levels, and engagement, and likeability, but in sales, loyalty and referrals. Attitudes and preference overlaid with sales.
That’s what return on brand strategy is. Returns that can go into the bank. Deposits.
Two decades ago when I told a NY-based healthcare system that proving you had better nurses resulted in higher physician retention, my client marketing lead scratched his head.
Return On Strategy ain’t no disco.