What Is Your Brand’s Decision Value?

How much is my health or fitness brand worth? Are the investments I am making in my brand generating a return to the business? Will creative execution drive more value than an alternative choice? What is the ROI?

Today’s marketing professional is constantly being asked to demonstrate the tangible business value of the investments he or she is making on behalf of the online exercise industry.

The concept that fitness brands are valuable assets, which can be tracked and are expected to perform like any other financial asset, is a well-established notion. But Brand Analytics is not just about how valuable your brand is; it’s also about how your brand can be made more valuable to the end client. The objective is not just to produce a number. The objective is to identify oppor­tunities to leverage the brand so it can more effectively drive business results.

The philosophy is sound, but practice and practical application have been less clear for far too long. There are as many perspectives and approaches to measuring the value of a brand as there are brands to be measured.

 Brand value = prices of similar assets? Book value + retained earnings? The profits generated by the asset? The value of the components of the asset? Free cash flows? The price at which I sell the asset in the market? The present value of all future profit streams from the asset? EPS? A percentage of Goodwill? Greater Fool Theory? Price/book? All of the above… ?

Unfortunately, most of these approaches only serve the purpose of assessing the value created in the fitness program developed up to today. That does little to help the health industry marketer diagnose how to create value through more efficient and effective investments in the brand.

For any Brand Analytics program to take on a more predictive approach to the business value (the revenue and profit impact) brand investments will create, the analytics program must be designed to link the marketing manage­ment process to the strategic planning process within the marketer’s broader organization.

Integrating Social Networks into Branding Efforts

The emergence of new technologies alongside the change in consumer behavior (specifically their use of online social networks and newfound creative ability) has led to advances in how consumers interact with brands. These advances will require a new strategy on how existing and future brands will be managed, advertised and designed. Future identity designers, marketers, advertisers, brand strategists and business leaders will need to understand these changes and why countless brands have a lack of malleability.

Brands that lack such malleability will struggle to create or maintain brand awareness in a new consumer market driven by revolutionary technology. Without realizing the potential of online social networks and user generated content, existing brands will fail to move into the ‘conceptual age’, where malleability will be vital in their success.

In essence, what we’ve uncovered is how to determine the brand’s “Decision Value.”

Decision Value = the relative efficiency and effectiveness of a brand’s ability to impact a positive outcome when the target audience is presented with a range of competitive alternatives, and includes the business’s ability to monetize that decision.

The equation’s components help the marketer isolate both the issues and opportunities related to their current brand’s performance, as well as the role that the marketing mix (and creative executions as part of the marketing mix) plays in successfully improving current brand performance. The Hierarchical

Decision Model component diagnoses how the brand is currently leading the target audience through the decision process (awareness, consideration, usage, loyalty, and so on). The Creative Contribution Index quantifies how changes to the current marketing mix and/or creative articulation of the brand will impact the Hierarchical Decision Model Performance.

When combined with a traditional scenario-planning approach, using Brand Analytics to isolate Decision Value becomes a predictive tool for marketers to quantify the contribution of planned programs for their col­leagues in finance and strategic planning.

Decision Value in Practical Application

In one of our recent engagements for a firm in the professional services category, this approach helped to quantify the relative value of alternative brand acquisition and brand development strategies for the senior manage­ment team. The focus of the Decision Value analysis was on the alternatives’ ability to affect the business consideration decisions of purchasers and influencers within mid-market companies. The goal was to quantify the value of purchasers’ and influencers’ current behaviors and the impact of different branding directions on their future decisions.

FM Era
FM Era

By understanding the Decision Value of the alternative approaches, the relative marketing investment required to tap into that Decision Value, and the future value of those decisions to the business, we were able to connect the marketing investment strategy to the overall forecasting process for the organization.

In addition, we were able to assess various creative approaches to brand identity, web design, advertising, and sponsorships in the context of their relative contributions to enhancing the brand’s Decision Value.

The end result was not only an understanding of the current brand’s value today, but the development of a system to predict and measure the contribution of the ongoing brand-related marketing investments in the context of the Decision Value they will create in the future.

So … what’s your brand’s Decision Value?

Design in Nutritional Resource Management

Simplicity Is Key

One of the top things that you should keep in mind is that a good website must be simple. It does not have to have a lot of things going on that will just distract your audience from the main goal of your site – and that is to sell your product, your service, or your company. If there is too much going on, your client’s focus may be directed to something else instead of the products you are offering and you don’t want that happening.


Keep your website simple. It should allow your visitors to get what they need to know immediately. Access to information should be easy. You don’t want your visitors to browse all the way to the end of your site to just find the information they need. You want to give them easy access to help them make the decision to sign up faster. Whether you’re a personal trainer or own an online gym, design is going to be critical for your success.

Send Out Your Message Loud And Clear

It is very essential that you know what message you want to convey and to ensure that your message is delivered to your visitors loud and clear. Keep this in mind always when working on the site. Your website must be able to communicate the same message to your visitors and it should be clear to them. Beating around the bush is never helpful. It is always better to be direct and specific. Tell people what they can expect to get out of your services in terms of fitness or weight loss. Be clear. People today appreciate honesty and are more likely to workout with a trainer or join a gym if they feel they’ll get good results.

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Your Site Should Be Easy To Navigate

Your website must be easy to navigate. Before completely launching your site, it is important to try it out and conduct a small survey from a portion of your consumers. Ask for their feedback on your website. Most people don’t want to continue checking the website that is hard to navigate. You want everything in your website to be organized and don’t want to make your visitors feel like navigating your site is a chore.

You want to create simple and descriptive navigation bar so your visitors will not have a hard time with your website.  You can use a drop down menu or lay it out where your visitors will easily see and access. You can coordinate with your web designer about this so it will be incorporated when creating your website. Expert web designers also provide plans or designs for your approval and most of them have great ideas on how to position your menu to make it easy for your visitors.

Make It Pleasing To The Eyes

If you are an internet user, you sure have your own preference why you stay on a website. There are sites that are pleasing to your eyes that easily capture your attention and drive you to check it further.  However attractiveness doesn’t mean overdoing your designs.  There are many simple web designs that are eye catching so when you create your website, make sure to be careful with your designs. There should be balance. You don’t want to overload your sites with information or designs. Research helps a lot when it comes to this. You can also check your competitors’ websites and find out what works for them and incorporate it in your own website.

Exploring Designs

We aim to be a user built-in comprehensive source of online materials regarding fitness and and nutrition programs. With the popularity of different search engines catering different fields and interests, we decided to make a single unlimited source of design information. Rather that entering a huge search engine and narrowing down your choices after so many available ones with most of them unrelated to fitness program design itself, we made it simpler for those who need to design a fitness program to find what they really need.


With contributions from different sources, fitness program designs will be made available through time. From different places, culture, natures, people and views, fitness designs take on many forms.

We offer so many choices from school fitness program designs, and weight loss program designs. We want to give you what you need to develop lasting programs and design around what people will use and benefit from.

In today’s world, it is very important to have a good online presence if you have any hope of drawing people to the programs you’ve designed. Creating a presence online helps increase your business’ visibility in the market, which can help boost your memberships.  If you are a person who owns a health or fitness business, having advertisements in your local area is no longer enough. You will need to make sure that you spread the word around about what you are offering to the market. And having a good online presence can do just that. We are living in a fast phased world where people prefer everything to be quick and easy. Most people today are always on the go and are getting used to finding information with just a few clicks of a button. The internet is now becoming a necessity rather than just something you use during past time. With that, it is only wise for an entrepreneur to invest on a good website for his or her business.

Social media has evolved into becoming a powerful tool in promoting businesses. Young and old, people are so into using social media sites, not only to gain friends and connections but also to do business transactions. Many businesses are seeing the value of social media sites in reaching people from different parts of the world and they are seeing the positive impact it brings to their business as more potential customers are found in just a click away. Despite of the influence of social media and its power to reach the people to the ends of the earth, every business is still in need of having a solid website. There’s just so many limitations when it comes to social media sites and for you to gather more clients for your business, you need to have a dedicated website that can provide your clients information they need to make the decision of conducting business with you.

Now that we have established the importance of having a website, it is also equally important to know how to create a good and effective workout to place on that website. There are many fitness websites online but not every site converts into memberships. So if you decide to design your own health or nutrition website, it is crucial that you build a site that will not only provide information and entertainment to your potential clients but ultimately, convert them to sales for your gym or nutrition program. It is vital that you conduct your own research and know your target audience; know which sites they love to go to and the sources they trust for fitness and health information. Based on your gathered data about your clients and your gym, you should be able to decipher which social networking sites will work for you and plan a great online presence for your fitness programs. Here are a few tips on web design that you can find useful.

Brand Design that Ignites all the Senses

With a cluttered landscape and emerging technologies, health and fitness companies face the challenge of reaching global audiences with a consistent brand experience that resonates deeply and dynamically. As additional channels of communication and technologies for fitness emerge, further opportunities present themselves.

One such opportunity lies in the component of an Active Brand. Active Branding involves the use of immersive elements, such as sound and animation, to bring a brandmark to life. An example would be workout that the client can watch on a screen while listening to music and watching a fitness instructor perform the exercise.

The benefit of Active Branding is not about differentiation; it is about creating an emotional bond with audiences and extending the reach and dimension of an existing brand. Studies show that health and fitness audiences are more likely to return when Active Branding is applied to their workout experience.

Additionally, when active branding is applied to diet and nutritional programs, audiences have even more senses with which to associate the brand. The sense of taste, texture and smell play a large roll in memory triggers and association. Forming positive relationships between the foods consumers eat and the experiences they have almost guarantee a return to the product.

An Active Brand lives in multiple channels and environments, and creates meaningful and memorable interactive experiences. Though it is not limited to diet and food consumption, these are two of the most studied areas of consumer behavior.

Successful Active Brands accomplish these critical branding goals:
• Build Share of Mind during the workout
• Alter preconceived perceptions of fitness
• Create a universal experience with a personal trainer
• Trigger emotional bonds between health and body image

Share of Mind

An Active Brand resonates immediately, creating instant associations as well as communicating expectations. Yahoo! creates an immediate association of a fun, engaging brand in the passive listener’s mind upon experiencing just the audio component of the Active Brand. To leverage this association, Yahoo has invested sports marketing dollars to pay for a recording of the Yahoo yodel to be played after every San Francisco 49ers touchdown at 3Com Park.

Intel is perhaps one of the most recognizable Active Brands. Although used only primarily through traditional mediums such as broadcast and radio, the four-tone chime enables a subtle yet powerful communication vehicle. The sound of “Intel Inside” forms in the listener an immediate connection to the brand, even if the listener is not familiar with the products that Intel produces. Manufacturers which utilize Intel technologies in their products also benefit by instilling a sense of trust and familiarity with consumers, and Intel benefits by being the “voice” of well-established partnered consumer brands.


NBC is another good example of the share of mind an Active Brand enables. Originating in 1929, the chimes were used on the hour and half-hour to announce station breaks on affiliate radio stations, and later on television to alert viewers to a sports-score ticker. Today, when hearing the NBC chimes, the listener makes an immediate association between the sound and an NBC show, as well as evoking a visual image of the NBC brand mark.

Designing A Workout Room in Your Dream Home

Like anybody else, you probably have a beautiful picture in your mind of your own dream home that you plan to have sometime in the future. Finding a place for a home gym or even space to fit a treadmill or elliptical can be hard when planning a house.

Anybody, including you, can design their own home. Where do you put the home fitness center so it doesn’t throw off the rest of your design? Whether you’re going to ask for contractual help or go DIY (do-it-yourself building) with kit homes, it is possible to build your home gym or fitness area in the exact same way that you want it. It might come as little challenge along the way especially since there are so many things to consider. But with some few tips and helps, you will go a long way in finally building your own dream house and getting a little space set aside for designing a home fitness area too.

Begin with a vision. Whether you’re consulting an expert or using a software application in designing homes, it’s best to start by knowing what you want. How much space do you need? Do you have several pieces of exercise equipment? Do you need to have a screen so you can watch workout videos? Do you need enough room to do a yoga or pilates workout? Will you need weights for body building?


To be able to do this, go get yourself inspired by looking through some home gym designs in home magazines or in the Internet, taking picture of those you find attractive, attending open houses, and visiting the neighborhood you want your home to be built in. Through this, you can have a better vision of what you want.

Develop the home gym design. Start off by having in hand a floor plan. The shape and size of the room should be considered when developing the shape and design of the house. During this process, you can decide how many rooms and bathrooms you need, how big your kitchen should be, how spacious should each room be and so on. Determine as well the number of main living spaces you need or want. If you’re opting for a casual home, you can choose to design a great room with an adjoining kitchen. If you prefer formality, you can plan for a formal dining or living room.

You may need to work with an architect or designer to find a place to fit your workout room without compromising other areas of the house. Often, people place their home gyms in the basement or other dark area and then find it uninspiring to workout. Don’t make this mistake. If you need natural light, plan for it.

Determine other considerations.

If you want to make a space for your interests or hobbies, you can incorporate into your home gym design into a library, a den, a music room or fitness area. It can also double as a guest room for both expected and unexpected visitors who need to stay in for the night.

Add life to the design.

After finalizing the structure, you can now work on particular details like the color of the roof and wall from outside as well as the inside walls and flooring. At this stage, you can also incorporate how you want your windows and doors to look like. Then you can start adding decorations to bring more life to your dream home.

Designing your home fitness center should be a project that you will truly be satisfied with and most preferably something that will bring you some sense of achievement.

Designing diet and nutrition programs for women

Are women who work in fitness marketing making things better for female consumers? Research found that they are not.

When asked if they recognize themselves in the way women are portrayed in health and fitness ads, more than half of the women we spoke to said no.


Women make 80 percent of purchasing decisions regarding health and fitness, yet we still treat marketing to women as though we were marketing to a niche. “Marketing to women” should actually just be “marketing.” But most advertising is aimed at housewives. Drill down to some more specific types of women, as we did, and the health and fitness brands targeting these women are so niche they cease to be household names.

In a study published in full, they presented the results of interviews with professional working women, women over size 16, women over age 50, gay women, and women who work in the marketing industry itself in advertising, branding, communications, or design.

Designers’ dilemma

Web designers and graphic artists are constantly given the task of designing unique and beautiful websites for their clients. But what constitutes a beautiful website? Is it the colors or the concept or the cute icons or the layout of the entire site? It could be a combination of all or some of these aspects. The real challenge for web designers is not to design a website based on the fitness industry or supplement niche, but to design a website based on its target audience. How are you going to design a website intended for women’s fitness? It’s a completely different story.

Designing health websites intended for women is easy to do. Let’s create a scenario: supposing you were asked to create a website for women’s workout clothing, how does one go about it? Here are some design principles when designing websites for women.

The target
This is the most basic principle of website design; your theme should match the target audience. Women are your target audience so you have to create a theme or atmosphere accordingly. Your task is to create a website for women’s workout gear, so you will be focused on women who will be buying things like tennis shoes, running jackets and leggings. Once you have the target, the next two principles will then follow.

The theme

Because you’ll be designing a website that targets women’s health and diet, you should know the different concepts of health and fitness marketing, like color psychology. I find that colors have a great impact when it comes to marketing.

Meeting the need

The design of a fitness website should meet the need of the client. What if a client wants to sell women’s gym memberships? Your design should focus on that. What if a client wants to have a forum or blog about the best place to buy treadmills or vitamins? It’s all about meeting the needs because a website is supposed to help your client with their business or personal needs.


When you’re stuck in a loop or getting mental block, you can opt to check out your client’s competitor websites (if there are any) or you can visit popular online fitness sites like DailyBurn. You don’t have to copy what the website looks like, but you can always think of it as inspiration.

In all my years as a designer, I find websites for fitness to be a complete challenge and I mean that in a positive way. It tests your creativity and makes you think with your feminine side every now and then.

Developing Market Consumers from Nutrition Design

With a combined population of more than 4 billion people living on less than $2 per day, developing or low-income markets are the world’s fastest-growing segment of consumers. Nutrition Design is a critical piece of the development puzzle. One that could change the landscape of the developing world.


Markets like China, India, Brazil, Mexico, Russia, Indonesia, Turkey, South Africa, and Thailand alone have an estimated GDP of $12.5 trillion, more than the GDP of Japan, Germany, France, the UK, and Italy combined. This represents a tremendous opportunity for improvement in the lives of individuals through carefully designed health and nutrition programs.

While this also represents a significant opportunity for brand owners, the challenge, particularly for Western brands, is to avoid making assumptions about culture and consumption behavior in search of global consistency and economies of scale. The risk of doing so is to miss the real opportunities these consumers represent and inhibit brand performance.

The debate in the marketing arena about the benefits of global versus local branding for health and nutrition options continues on a number of levels. Economies of scale across production and marketing operations, consistency in building brand equity, and leveraging communication expenditures are only some of the benefits of globalization. In designing branding strategies for developing markets, however, an understanding of consumer needs in a cultural context through insight-driven research, strategy, and design often leads to greater payoffs.

For some brand owners, this is nothing new. Faced with slowing growth in developed markets, large consumer goods companies have already turned their attention to developing markets. In 2002 alone, the top twenty consumer goods companies invested more than $10 billion to expand their share of these markets, which now account for nearly 40 percent of all worldwide sales of clothing and grocery products.

The chance to expand capitalistic ventures may bring better nutrition and overall health to a part of the world that has long since been ignored. If brand managers take to the time to design nutrition programs that will appeal to local communities, everyone will benefit.

The key is found in 3 major components:

1. Investing time in the community to understand the needs, preferences and values for diet related concepts.

2. Market research will be necessary to determine what kinds of food the population is already accustomed to eating.

3. Presenting packaging in a familiar and appealing way will increase the chances that the new nutrition or diet design will be adopted by the majority of buyers.

By combining all three of the above listed components of nutrition designs, brands will prosper and local health measures. will improve.

The Evolution of Vending Machine Design and the Fall of Good Nutrition

With thousands of consumers looking forward to experiencing the instant gratification of having quick and convenient access to processed snacks and unhealthy food, vending machines have been the solution to the demand for automated and automatic retailing. Vending machines can be found in lobbies and even in schools. What could have served a valuable purpose is now simply the source of unhealthy food. Vending machines are terrible for the health and fitness of our society.

The existence of the vending machine has been around as early as 1880’s when the first commercial coin-operated vending machines dispensed postcards in London, England. Around at the same time, an English publisher and bookshop owner also invented a vending machine for selling books. Can you just imagine how these machines were like in the past? Since these machine vendors were focused more on promoting a new way of selling products, the machine designs back then were basic and probably didn’t even had much appeal. But with the evolution of art, design and technology, the look and function of vending machines have also evolved.

Vending machine designs of today have placed great emphasis on customized graphics, audio, visual and interactive vending features. Designers have accommodated modern consumer demands with exciting and fresh vending machine design applications to make it more interesting to the eyes of the customers. Even popular product brands still put significant effort in selling their products using vending machines because of its successful design-centered and minimal input product selling features.

Vending machines are more innovated and advanced compared to the old soda machines that you enjoyed as a child, with bottles or cans of sparkling beverage getting jammed at the middle of dispensing. In fact, in the year 2009, Samsung unveiled the new touch screen vending machine for Coca-Cola. It featured more polished graphics that efficiently display ads and details about the products being dispensed. It also allows consumers to pay via debit and credit cards with the help of the screen as the keyboard.


Vending machines aren’t limited to selling soda, snacks, or books anymore. They have come as far as manicure vending machine. When you don’t have the luxury of time to stop by a salon to get your nails done, you can take advantage of nail art vending machines. These machines do not dispense a particular item but it allows you to choose an image or design that you’d like to have airbrushed into your nail.

If a manicure vending machine is cool enough, then you probably haven’t seen a lobster vending machine yet. In Japan, vendors took a step outside the box to bring out vending machines that sell live lobsters. Its design is not of a typical vending machine since it was created to look like an arcade game with its joystick-controlled claw, which is used to pick up the lobster. With such convenience, you wouldn’t need to go to the market for your lobsters anymore.

Also in Japan is the clothing brand Uniqlo that thought of a creative way in selling shirts. They designed a machine with large glass windows to create a human vending machine. This machine which was launched in New York for brand promotion featured a male and female model situated behind the glass to model the new shirts. The customer buying receives the shirt from the mimes inside.

Then there’s a machine that sells ideas instead of products. Jake Bronstein developed a machine that would dispense ideas of fun things to do in the city, maps of how to get there, and a small toy which are placed in a small capsule. He designed it in a way that would capture the attention of the people in New York and it did.

Clearly, businesses recognize the huge impact that vending machines have in marketing as well as advertising products. In terms of design and products being sold, you can expect more unexpected products and more interactive  product dispensing features in the future of vending machines.

What Should Criticism Address?

Over the years there have been many declarations as to what the focus of the health and fitness design critic should be. If we go back to Vignelli in 1983, he said:

Criticism will prevent to a great extent, the superficial spreading of fads, or in any case will provide ground for their evaluation in the proper context.

There could be no greater source of fads than the diet or supplement industry. Not to mention obsessions with the latest fitness trends or workout videos. So what is the situation today in relation to fads or styles? Rudy VanderLans still feels that styles are a worthwhile area of focus for criticism:

 There’s little you can do about design styles. They come and go. And sometimes they come back again. But I’m always curious. Where do styles originate? How do they evolve, and why? What do they signify? How does style affect the way we represent and interpret the world? These are some of the issues that design criticism and theory address.

However David Cabianca, one of the newer voices in design criticism, feels that criticism of the fitness industry has more pressing issues than mere styles:

For graphic design to evolve a critical discourse, it must shift from a preoccupation with styles to questions of representation, agency and human values. Graphic design writing needs to develop its own techniques, procedures, and venues for theorizing its place in the world. Questions of style are an intellectual dead end.

 I disagree with this statement. Diet fads and workout styles should not be ignored. Looking at styles can reveal the insights of the designers of that period and place, and the approaches they took to staying in shape. The rise of The Designer as Author, and the return of health and fitness in reaction to sedentary lifestyles of the nineties, all started off being referred to as diet fads or styles. With critical discourse we can evaluate these approaches to health and nutrition and might even realize that they can be elevated to the level of a fitness movement.