Ornico's 'Brand Intelligence' set to win brand war

Brand intelligence evaluates and analyses both press and broadcast editorial, as well as advertising budgets and placement schedules. Ornico's alerts include competitor product launches, corporate commercials, whether ads are flighted or not, a well as any negative publicity appearing in the press.

"If you monitor and evaluate your brand against predetermined objectives and need to evaluate your competitor, you are equipped with enough tools in your armory to mobilise a counter-insurgence against your competitors. This can be done with the range of products from Ornico," says Oresti Patricios, Ornico managing director.

Brand Intelligence is timeous, accurate and relevant information is categorized into many levels. Intelligence provides the client with information about competitor products overseas through a report on the creative execution and all related marketing activities, comparative to the same brands in the local market.

"Choosing the correct intelligence department is critical to your success. If information is not accurate or timeous then it is not Intelligence, all it is, is outdated data. As with any war, timely, relevant and accurate information - intelligence - are critical to counter attacking. It's the same in the 'war of the brands'," Patricios adds.