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Get your messages to the people who matter most

Posted on Categories BrandonomicsTags

How do you ensure that you're tailoring your messages to the most influential people in your company? That's what organizational network analysis is all about. Robin Tooms talked to ONA expert Jeppe Hansgaard, a partner with management consulting firm Innovisor.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, VP of strategy at Savage Brands, and my guest again is Jeppe Hansgaard, partner at Innovisor. So, Jeppe, welcome back to Brandonomics.

Jeppe: Thank you, Robin.

Robin: Well, Jeppe, I know of Innovisor as the leader in organizational network diagnostics, but this isn’t something that’s on everybody’s radar. They don’t know about this.

Jeppe: No, that’s true.

Robin: So from a branding perspective, we’re all about trying to find the right messages, but then you have to get them out in the most effective way. So how does this concept help us do that better?

Jeppe: So the whole idea about network diagnostics is that we can identify people that are more important than others; and what it helps you to do is actually it helps you to focus and target your communication to the ones that really matter, and spend less energy on the ones that do not matter.

Robin: So in this case, when you say, “the ones that matter,” you’re talking about your brand influencers.

Jeppe: Exactly. The ones who have the most influence within the company.

Robin: So once you’ve targeted those influencers, how would you go about communicating to them in a special way versus the way we might do it traditionally?

Jeppe: So I would enter into a dialog with the influencers. I would establish a certain channel to them so we could test messages, see how that resonates with their feelings about the brand, and adjust the brand to that as well. I would also make sure that we’d have feedback sessions with them, so if something is not really rolling out in the company, they could tell you where we would have to adjust our initiatives.

Robin: So find out first from them how it’s going to be successful.

Jeppe: Exactly.

Robin: Perfect. Well, thank you for sharing that.

Jeppe: You’re welcome.

Robin: Thank you. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


Innovisor is the global frontrunner in organizational network diagnostics. They consult with business leaders and management to create more effective businesses and more efficient change initiative implementation and strategic projects by connecting the mind, heart and muscle of an organization.

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