A process tool used in business and advertising to drive and measure the speed in which the communication stimulates an interaction between the individual and the brand via all media.

We can tune the assertiveness of the communication to the level of interaction we want to have with the customer. In other words, we can predetermine the velocity for each media in the campaign to achieve the anticipated planned results.

One end of the scale represents "Extreme Brand" and the other represents "Extreme Direct". Neither extreme will achieve the desired result of building brand and demand at the same time. To do that, you'll need to move toward the middle of the scale where you have more interaction while still respecting the brand.

How does it work? Click on the scale and you'll see a high level overview of each step using TaylorMade ads. These ads never ran, but offer insight as to how the scale works.

The financial benefit of Brand-Interaction is simple — it builds brand faster with less money. How? The communication is designed to work harder to drive the interaction quickly to one-on-one.

Unlike the legacy advertising model, we quickly define the point of interaction with the individual and switch from expensive mass advertising to more affordable one-on-one advertising. The legacy model doesn't offer a way to know when the connection point occurred so everyone poured more money into mass advertising, creating overspending.

The sooner we can switch to one-on-one, the sooner we can begin the empathetic dialogue and begin a relationship based upon care and trust. Trust is the essence of all brands. And when the dialogue resonates it increases the desire for the brand.

Simply put, Brand-Interaction builds a relationship with the customer sooner using less budget. It also builds loyalty, creates dialogue, and respects the individual throughout the entire sales cycle.

This overview is merely that, an overview. The real work lies in the strategic and creative planning, aligned to the goals of each marketing campaign. Numerous variables need to be taken into consideration for the financial benefits of the Rosen Velocity Scale™ to be achieved.