Chlorophyll launches brand alignment tool

Brand and communications consultancy Chlorophyll has launched a brand alignment tool, called Litmosi, which aims to help CEOs to measure the difference between corporate beliefs and corporate behaviour. Litmosi was unveiled on 14 August which co-incides with the 10th anniversary of Chlorophyll.

On this occasion, an online book put together by Chlorophyll, called Ideantity, was also unveiled by Arvind Singh Mewar, the 76th custodian of Mewar.

Litmosi, the brand alignment tool says there are five crucial gaps, which need to be ascertained for the parametric differentiation. It allows a CEO to spot where the gaps lie, and then suggests measures to remedy these gaps.

The higher the level of alignment, the greater the positive impact on the long term financial bottom line. The tool is a self-test method for CEOs and will be live online by September.

Kiran Khalap, Chlorophyll's founder and CEO and domain-b columnist Anand Halve, who is a director of Chlorophyll, explain that Litmosi roots from the company's learning about the various changes that have taken place in society over the past one decade.

This period has been marked by the end of one-way communication, with the 'culprit' being the internet. In fact, to put the communication down to a dialogue would be an understatement; with the advent of blogs and social networking sites, the current era is one of 'multi-logue'.

This can be a double edged sword for companies as nothing is hidden from consumers anymore, and the smallest mistake on the part of a brand can snowball into a controversy through SMSes and the Internet in the shortest time, examples including the cola-pesticide controversy, or the Cadbury-worms one.

Halve says that as people are armed with information, accountability is of prime importance, and to understand the difference between what a brand thinks itself to be, and what it actually is, is where Litmosi steps in.