This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a "branded house" model to preserve master brand value, leveraging narrative storytelling techniques to activate existing brand narratives in consumer minds, and connecting messages to established brand voice attributes. Case studies are also presented to illustrate successful rebranding efforts.
This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a branded house model, leveraging prototype theory to simplify branding, using phonetic symbolism in names, focusing on engaging consumer experiences, and connecting messages to established brand voices and narratives. Case studies are also presented on rebranding efforts by Motorola and aligning messages with the Ronald Reagan brand platform.
"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
The document discusses how brands need to adapt to operating in a networked world where people consume media across multiple platforms. It introduces the concept of "connectedness" which refers to focusing on audiences, engaging in dialogue, and developing trust. It then outlines metrics that can be used to measure how connected a brand is through their visibility, usefulness, usability, desirability, and engagement. Specific data is provided on metrics for top brands like Google, Coca-Cola, and others. The document concludes by briefly discussing key stats on how people use social media platforms like Facebook, Twitter, and Foursquare.
This document summarizes a presentation on exploring successful online communities for teens. It outlines an online community framework with three stages: online brand building process, customer experiences, and promoting factors. The framework is applied to analyze the teen-focused website Beinggirl.com. Key recommendations include rearranging content to focus on topics teens are interested in, building an online community through discussion boards and activities, and allowing for more customer customization through user-generated content. The analysis draws on interviews with teens and case studies of other online communities to provide suggestions to improve Beinggirl.com.
MTV is losing relevance as social media has replaced music videos and teens engage with media differently now. MTV no longer understands youth culture and is seen as out of touch. Other companies like Viacom are building communities online better than MTV and integrating social aspects. MTV needs to shift from a pure vertical influence model to focus more on relationship and interactional marketing to engage modern audiences.
This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a branded house model, leveraging prototype theory to simplify branding, using phonetic symbolism in names, focusing on engaging consumer experiences, and connecting messages to established brand voices and narratives. Case studies are also presented on rebranding efforts by Motorola and aligning messages with the Ronald Reagan brand platform.
"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
The document discusses how brands need to adapt to operating in a networked world where people consume media across multiple platforms. It introduces the concept of "connectedness" which refers to focusing on audiences, engaging in dialogue, and developing trust. It then outlines metrics that can be used to measure how connected a brand is through their visibility, usefulness, usability, desirability, and engagement. Specific data is provided on metrics for top brands like Google, Coca-Cola, and others. The document concludes by briefly discussing key stats on how people use social media platforms like Facebook, Twitter, and Foursquare.
This document summarizes a presentation on exploring successful online communities for teens. It outlines an online community framework with three stages: online brand building process, customer experiences, and promoting factors. The framework is applied to analyze the teen-focused website Beinggirl.com. Key recommendations include rearranging content to focus on topics teens are interested in, building an online community through discussion boards and activities, and allowing for more customer customization through user-generated content. The analysis draws on interviews with teens and case studies of other online communities to provide suggestions to improve Beinggirl.com.
MTV is losing relevance as social media has replaced music videos and teens engage with media differently now. MTV no longer understands youth culture and is seen as out of touch. Other companies like Viacom are building communities online better than MTV and integrating social aspects. MTV needs to shift from a pure vertical influence model to focus more on relationship and interactional marketing to engage modern audiences.
Jo Caudron is gepassioneerd door technologie en media en een veelgevraagd spreker op het vlak van
digitale en nieuwe media. Hij is de
auteur van ‘Haal meer uit Sociale Media’ en ‘Media Morgen: overleven onze klassieke media de radicale impact van internet, social media en mobile’. Hij vertelt hoe hij je sociale mediastrategie zou aanpakken.
Peter Morville gave a presentation on ubiquitous information architecture and cross-channel strategies. He discussed how fragmentation across sites and platforms creates usability issues for users. He advocated for a unified "one library" approach and mapping the customer journey across channels to improve findability. Morville also covered designing for continuity across devices and contexts like location. The talk emphasized taking a holistic view of the user experience across the physical and digital to create coherent, connected experiences.
Hexolabs is an innovative mobile game development company that helps organizations innovate through design research and mobile game development. They develop games across many genres for various platforms like J2ME. Their games focus on education, awareness, and entertainment. They have developed games on topics like health, social issues, and academics to impart information to users. Their games are customized based on factors like culture, age, region or language to suit different target audiences and markets.
The document discusses transmedia storytelling, which is conveying messages or storylines to audiences through multiple media platforms. It provides examples of how to engage audiences by using compelling storylines, characters, and an immersive world across movies, video games, web comics and other media. Transmedia can increase engagement and loyalty by providing multiple access points and encouraging bidirectional communication. Measurement of transmedia includes return on engagement through metrics like awareness, intent, desire, action and loyalty. The document also provides guidance on creating a transmedia campaign.
TCC Worldwide Online Conference presentation on Web Privacy and Information Accountability by students from Colorado Technical University on April 18, 2012.
MIP Lecture - IBM customer experience suite for retail and banking 2.0Max Ardigó 🇦🇷
The document discusses IBM's Customer Experience Suite, a solution for delivering integrated web and multichannel experiences. It provides a unified platform for designing rapid and flexible solutions that ensure more efficiency, governance, and automation of customer-centered multichannel processes in real-time. The suite includes components for social media integration, analytics, collaboration, commerce, and mobile experiences. It allows companies to better engage customers through personalized interactions across multiple online and offline touchpoints.
This document discusses the evolution of telecommunications companies embracing social media and becoming "social telcos". It covers:
1. New business models focused on customer engagement and relationships rather than just transactions.
2. Tools for social media monitoring, analysis and engagement to enhance the customer lifecycle from awareness to acquisition to retention.
3. Case studies and examples of how telecommunication companies can provide experiences for customers through social content, education and conversations to build loyalty.
NEW MEDIA as a marketing communication toolMichal Kubicek
This document discusses various new media marketing strategies including social media optimization, search engine marketing, viral marketing, and mobile marketing. It provides examples of using blogs, social media platforms, videos, and mobile applications to engage customers and promote brands online in an authentic way. Key tactics mentioned include finding target audiences on social media, creating online communities, optimizing content for sharing, and encouraging user-generated content.
Online in de toekomst; wat kan ik nú doen?Tom Verhoeve
Hoe gaat online zich ontwikkelen? Vier punten waar je nu al rekening mee kan houden:
1. van mobiel naar multi-screen;
2. digitaal en fysiek versmelten;
3. contentstrategie aanpassen op meerdere contentvormen dan tekst en meerdere publicatiekanalen (zie 1);
4. kijk opnieuw naar je toegevoegde waarde: waarmee maak je als organisatie nu echt het verschil?
Neem voor meer informatie contact met me op!
Harnessing Content to Build Reputation and Combat RiskAndrew Lane
Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever. As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation. At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad. In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.
The document discusses the concept of "Big Tent Creativity" which involves using a wide variety of marketing channels and tactics to reach customers. It emphasizes segmenting large audiences, maintaining a consistent brand identity while allowing flexibility, distributing content wherever customers consume it, and taking a solutions-neutral approach by considering ideas from various sources. The goal is to be relevant by meeting customers in the physical, mental, and virtual places they engage with brands.
Using Email to Accelerate Marketing & Sales PerformanceJoel Book
Using Email to Accelerate Marketing and Sales Performance discusses how email can be used throughout the customer lifecycle from attracting new customers to the website to retaining existing customers. It provides examples of how companies like Best Buy, Motorcycle Superstore, Expedia, and Hitachi use personalized email communications to engage customers, aid in the buying process, and drive repeat business. The document also discusses how social media and email can be combined to amplify messaging and attract new customers, as shown in Papa John's example.
A decade ago, the higher education Web experience was segmented into walled gardens -- the public Web site, the course management system, online transactions, alumni communities, events calendars. The legacy of that structure was that our lifelong relationships with the college were interrupted as we students, faculty, staff, parents, and alumni moved from system to system.
The next-generation online ecosystem will let us re-organize these experiences, allowing for deepening engagement throughout our lives: from prospective student to elder alum. How will software like WordPress fit in? How can we evaluate, select, and configure systems to support our users' needs, rather than the other way around?
2011: How to Realign Your Digital Marketing Strategy Shaun Quigley
@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief
FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
This document provides an overview of investigating brand perceptions through netnography. It discusses analyzing online conversations related to brands on forums, blogs, social media and other sites. The document presents a case study on analyzing the Nivea Romania Facebook page to understand engagement levels by media type and post topic. It also summarizes searching Romanian websites to find opinions on sunscreen and uncover trends over time in videos, blogs and forums discussing the topic.
This document discusses how companies can leverage social media and conversations to rediscover their human connections with customers. It argues that markets are made of people, not demographic segments, and the internet now enables conversations among humans that were not possible before. It suggests that companies should learn to listen to customers, crowdsource innovation from communities, shift to more social and conversational marketing, change how they approach conversations with customers, scale conversations across communities, redefine what brands mean in a social context, and ultimately leverage the human connection that social media makes possible.
Wayfinding has existed since man identified a need to find his bearings as he travelled for food, shelter or safety. In architecture, Wayfinding also refers to the user experience of orientation and choosing a path within the built environment, and to the set of architectural and/or design elements that aid orientation.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The document discusses how SDL Media Manager can help companies convert video views into sales leads. It provides a 6-step process for media asset management and distribution, including localizing, distributing, socializing, enriching and optimizing content. SDL Media Manager allows companies to add interactive elements and data collection to videos to better engage audiences and track conversions. Case studies of Mitsubishi and KLM are presented that show how they used the platform to generate more leads and improve marketing results.
The document discusses the evolution and adoption of digital signage and interactive digital out-of-home (DOOH) media. It notes that the US digital out-of-home media industry is estimated to grow 11.2% annually from 2007 to 2012. Marketers and retailers expect to increase spending on shopper marketing programs that use digital signage. The document also explores how digital signage can enhance the retail experience, increase in-store sales, build brands, and drive traffic to other channels. It provides examples of evolving digital signage technologies, content strategies, and content management systems.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
Jo Caudron is gepassioneerd door technologie en media en een veelgevraagd spreker op het vlak van
digitale en nieuwe media. Hij is de
auteur van ‘Haal meer uit Sociale Media’ en ‘Media Morgen: overleven onze klassieke media de radicale impact van internet, social media en mobile’. Hij vertelt hoe hij je sociale mediastrategie zou aanpakken.
Peter Morville gave a presentation on ubiquitous information architecture and cross-channel strategies. He discussed how fragmentation across sites and platforms creates usability issues for users. He advocated for a unified "one library" approach and mapping the customer journey across channels to improve findability. Morville also covered designing for continuity across devices and contexts like location. The talk emphasized taking a holistic view of the user experience across the physical and digital to create coherent, connected experiences.
Hexolabs is an innovative mobile game development company that helps organizations innovate through design research and mobile game development. They develop games across many genres for various platforms like J2ME. Their games focus on education, awareness, and entertainment. They have developed games on topics like health, social issues, and academics to impart information to users. Their games are customized based on factors like culture, age, region or language to suit different target audiences and markets.
The document discusses transmedia storytelling, which is conveying messages or storylines to audiences through multiple media platforms. It provides examples of how to engage audiences by using compelling storylines, characters, and an immersive world across movies, video games, web comics and other media. Transmedia can increase engagement and loyalty by providing multiple access points and encouraging bidirectional communication. Measurement of transmedia includes return on engagement through metrics like awareness, intent, desire, action and loyalty. The document also provides guidance on creating a transmedia campaign.
TCC Worldwide Online Conference presentation on Web Privacy and Information Accountability by students from Colorado Technical University on April 18, 2012.
MIP Lecture - IBM customer experience suite for retail and banking 2.0Max Ardigó 🇦🇷
The document discusses IBM's Customer Experience Suite, a solution for delivering integrated web and multichannel experiences. It provides a unified platform for designing rapid and flexible solutions that ensure more efficiency, governance, and automation of customer-centered multichannel processes in real-time. The suite includes components for social media integration, analytics, collaboration, commerce, and mobile experiences. It allows companies to better engage customers through personalized interactions across multiple online and offline touchpoints.
This document discusses the evolution of telecommunications companies embracing social media and becoming "social telcos". It covers:
1. New business models focused on customer engagement and relationships rather than just transactions.
2. Tools for social media monitoring, analysis and engagement to enhance the customer lifecycle from awareness to acquisition to retention.
3. Case studies and examples of how telecommunication companies can provide experiences for customers through social content, education and conversations to build loyalty.
NEW MEDIA as a marketing communication toolMichal Kubicek
This document discusses various new media marketing strategies including social media optimization, search engine marketing, viral marketing, and mobile marketing. It provides examples of using blogs, social media platforms, videos, and mobile applications to engage customers and promote brands online in an authentic way. Key tactics mentioned include finding target audiences on social media, creating online communities, optimizing content for sharing, and encouraging user-generated content.
Online in de toekomst; wat kan ik nú doen?Tom Verhoeve
Hoe gaat online zich ontwikkelen? Vier punten waar je nu al rekening mee kan houden:
1. van mobiel naar multi-screen;
2. digitaal en fysiek versmelten;
3. contentstrategie aanpassen op meerdere contentvormen dan tekst en meerdere publicatiekanalen (zie 1);
4. kijk opnieuw naar je toegevoegde waarde: waarmee maak je als organisatie nu echt het verschil?
Neem voor meer informatie contact met me op!
Harnessing Content to Build Reputation and Combat RiskAndrew Lane
Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever. As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation. At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad. In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.
The document discusses the concept of "Big Tent Creativity" which involves using a wide variety of marketing channels and tactics to reach customers. It emphasizes segmenting large audiences, maintaining a consistent brand identity while allowing flexibility, distributing content wherever customers consume it, and taking a solutions-neutral approach by considering ideas from various sources. The goal is to be relevant by meeting customers in the physical, mental, and virtual places they engage with brands.
Using Email to Accelerate Marketing & Sales PerformanceJoel Book
Using Email to Accelerate Marketing and Sales Performance discusses how email can be used throughout the customer lifecycle from attracting new customers to the website to retaining existing customers. It provides examples of how companies like Best Buy, Motorcycle Superstore, Expedia, and Hitachi use personalized email communications to engage customers, aid in the buying process, and drive repeat business. The document also discusses how social media and email can be combined to amplify messaging and attract new customers, as shown in Papa John's example.
A decade ago, the higher education Web experience was segmented into walled gardens -- the public Web site, the course management system, online transactions, alumni communities, events calendars. The legacy of that structure was that our lifelong relationships with the college were interrupted as we students, faculty, staff, parents, and alumni moved from system to system.
The next-generation online ecosystem will let us re-organize these experiences, allowing for deepening engagement throughout our lives: from prospective student to elder alum. How will software like WordPress fit in? How can we evaluate, select, and configure systems to support our users' needs, rather than the other way around?
2011: How to Realign Your Digital Marketing Strategy Shaun Quigley
@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief
FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
This document provides an overview of investigating brand perceptions through netnography. It discusses analyzing online conversations related to brands on forums, blogs, social media and other sites. The document presents a case study on analyzing the Nivea Romania Facebook page to understand engagement levels by media type and post topic. It also summarizes searching Romanian websites to find opinions on sunscreen and uncover trends over time in videos, blogs and forums discussing the topic.
This document discusses how companies can leverage social media and conversations to rediscover their human connections with customers. It argues that markets are made of people, not demographic segments, and the internet now enables conversations among humans that were not possible before. It suggests that companies should learn to listen to customers, crowdsource innovation from communities, shift to more social and conversational marketing, change how they approach conversations with customers, scale conversations across communities, redefine what brands mean in a social context, and ultimately leverage the human connection that social media makes possible.
Wayfinding has existed since man identified a need to find his bearings as he travelled for food, shelter or safety. In architecture, Wayfinding also refers to the user experience of orientation and choosing a path within the built environment, and to the set of architectural and/or design elements that aid orientation.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The document discusses how SDL Media Manager can help companies convert video views into sales leads. It provides a 6-step process for media asset management and distribution, including localizing, distributing, socializing, enriching and optimizing content. SDL Media Manager allows companies to add interactive elements and data collection to videos to better engage audiences and track conversions. Case studies of Mitsubishi and KLM are presented that show how they used the platform to generate more leads and improve marketing results.
The document discusses the evolution and adoption of digital signage and interactive digital out-of-home (DOOH) media. It notes that the US digital out-of-home media industry is estimated to grow 11.2% annually from 2007 to 2012. Marketers and retailers expect to increase spending on shopper marketing programs that use digital signage. The document also explores how digital signage can enhance the retail experience, increase in-store sales, build brands, and drive traffic to other channels. It provides examples of evolving digital signage technologies, content strategies, and content management systems.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
Chief Meaning Officer: Tangible Ways to Create Intangible Valuefrog
Chief Meaning Officer is a role focused on creating intangible value through meaningful experiences. The document outlines 7 rules for a Chief Meaning Officer: 1) Listen and converse, 2) Atomize experiences, 3) Activate customers, 4) Think and act like a media company, 5) Give more than you take, 6) Be the change, and 7) Interrupt and disrupt. The goal is to create unique experiences that people can share and relate to a greater purpose through innovative, social, and conversational approaches.
How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company.
The webinar presentation was first broadcast 13 December 2011.
StealThunder: Brand building in 10 minutesStealThunder
This document provides an overview of brand building in 10 minutes. It discusses that a brand is an asset comprised of the ideas, associations, expectations, and feelings evoked by a company's name or logo. The objective of brand building is to create a set of impressions that will result in profitable relationships. These impressions can be shaped by who the company is, what they do, what they express, and what others say about them. The document stresses focusing on defining a compelling "big idea" that differentiates the brand before implementing tactics. It provides a checklist to assess if a company has defined its big idea and is aligned around engaging audiences.
The document discusses digital marketing and how companies can build effective marketing platforms. It notes that marketing now involves engaging online communities through social media and creating consistent, relevant customer experiences across touchpoints. The document also highlights how Microsoft technologies like Silverlight can help companies increase their online reach and engagement through rich media experiences. It emphasizes building a bridge between IT and marketing and positioning Microsoft as a platform partner to help companies with audience reach, touchpoints, design, analytics, and infrastructure.
Centerline Capabilities - Content and The Buyer's JourneyCenterline Digital
This document summarizes the services provided by a content marketing agency. They work as an extension of their clients' in-house marketing teams to craft content strategies and create digital content to activate those strategies. This includes creating awareness content like videos, animations, and thought leadership pieces, as well as consideration content like case studies and microsites. They also produce demonstration content such as interactive tools and simulations. The goal is to nurture potential customers through the entire buying process with well-timed content.
The document discusses using stories and narrative arcs to engage audiences and provide them with useful information to make decisions. It advocates designing stories that can be consumed across any channel or device. It also discusses using a variety of content like videos, eBooks, and infographics based on research to share insights with audiences in multiple ways. The goal is to give audiences the knowledge they need to make great decisions through entertaining and actionable stories.
This presentation explores how brands can improve their proposition and become more relevant through embedding user experience (UX) and innovation within their vision and culture.
Fallon Brainfood: 15 #Winning Ideas for young hopefuls seeking to enter adver...Aki Spicer
Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but aren’t likely hearing) About Starting Your Career in Advertising. Advice at the intersection of Inspiration and "Scared Straight."
@University of Minnesota Ad Club, November 2011
Siegel+Gale was tasked with creating a naming system and visual identity for Sprint's new joint venture with cable operators to bring digital cable programming and services to mobile devices. They created a new name, "Pivot", and naming architecture guidelines. They also developed a graphic identity to bring the names to life and guide how the Pivot brand was launched and applied across audiences by each partner company. The system allowed each partner to market the products within their footprints while connecting back to the parent brand.
This document outlines challenges in current branding theory and proposes new approaches. It discusses tensions between classical branding focused on consumers and marketing versus corporate branding involving all company functions. New concepts like brand relationships and anti-brand movements are presented. Paradigm shifts are occurring from brand differentiation to identity and relationships. Levels of consumer-brand relationships and techniques like co-optation of cultures are examined. The document calls for considering consumer lifeworlds beyond images and incorporating alternative branding techniques.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
The presentation outlined Guinness' strategy to develop an online community through social media and CRM. It discussed evolving from a traditional CRM model to a social CRM approach focused on listening, conversing, co-creation, and evangelism. The strategy involves using social media tactics like content and events to engage different user types from advocates to prospects to non-drinkers. It aims to start building brand relationships in Stage 1 and progress users through stages of the CRM funnel to become loyal customers and advocates. The task involved devising tactics for each user type and extending them into social CRM activities.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
How MJ Global Leads the Packaging Industry.pdfMJ Global
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Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Branding in a Troubled Economy
1. Branding in a Troubled Economy
presented to:
Texas Public Relations Association
February 28, 2009
2. “The most negative brand in America.”
+ Representative George Miller
(D) California
3.
4. Guilt by association
“ Part of the problem is that the law, which comes up
for reauthorization every five years, became closely
associated with President George W. Bush, and as his
popularity slid, the law, and its name, came under
attack and ridicule.”
6. Candidates
+ Mental Asset Recovery Program (MARP)
+ Resourcing Educational and Development Outcomes (REDO)
+ All American Children Are Above Average (AACAAA)
+ Not Even We Think This Will Work Act
+ Act to Help Children Read Gooder
7. the morals of the story
+ branding can’t cure everything
+ branding has become part of our social currency
+ branding is not as simple as it looks
20. Putting the platform to work
Simplify Amplify
Experience
Web
Communications
Identity system Culture
Interactive Transactions
Print Environment
Identity elements Products
Advertising
Logo(s) Point-of-purchase
Product
Strategies Imagery Vehicles
Naming
Color Retail
Brand
Typography Signage
architecture
BRAND Graphic motif Uniforms
PLATFORM Messaging Format Environments
Simplification Sound Identity
Technology
management
+Amplifire™
+Namequest™
21.
22. Deconstructing the Apple brand
cause tools for the creative mind
reason for action
promise technology that is artful, elegant
and radically easy to use
declaration of intent
23. The compelling truth
an advanced technology company
that produces artful, elegant,
radically easy to use products
24. Brand as storyteller
+ Brands are becoming more than differentiating marks and
corporate missions. Some tell stories that are deeply
connected to the ego and personal community.
25. narrative identity stored In
consumer subconscious
beats
story beat exposed to consumers consumer matches beat to the
narrative stored in identity centers
of the subconscious brain
Narrative priming
+ The source narrative already exists in the consumer’s head
+ Brand touchpoints prime the brain to recall the story
+ Through repeated experiences, the brand is linked to the narrative in long
term memory and validates the world view
26. Brand as narrative device
narrative
theme characters plot aesthetics
cause stakeholders products touchpoints
+ visual system
+ voice
promise
29. Branding in a down economy
+ Should we spend at all?
+ Should we shift our brand
spending plans?
+ Which brand investments will
generate the most ROI?
34. the nervous consumer
+ US Consumer confidence
indexed at 25
+ Many consumers link self
concept to objects and
brands
+ TMT research reveals that in
times of adversity, favored
brands provide comfort
+ Your brand asset may be
more comforting to the
consumer than a discount
Source: The Safety of Objects: Materialism,
Existential Insecurity, and Brand Connection,
Journal of Consumer Research, 2009
35. Brands and identity formation
a brief history of identity formation in the u.s.a.
early americans modern era
identity linked to old- identity linked to consumption
world customs and and feedback from
generational norms environment and “others”
tradition inner other
transcendentalists
identity linked to lessons learned
in childhood and readings from
the “inner compass”
39. A shift from brand to discount
might discount your future
“Making attribute information salient to consumers may switch the locus of equity
from brands to attributes. Any equity that the attribute draws from the brand
reduces brand equity.”
Consumer brand perceptions are “sticky” and tend to be influenced by
the most recent brand exposure, which frames the next.
Locus of Equity
A Discount
The Brand Attribute
44. “ We wanted to give the Mustang pony a more
realistic feel. We lifted the head to make the
pony more proud, tipped the neck into the
wind to give it a feeling of greater speed and
better balance.”
+ Douglas Gaffika
Chief Designer,
2010 Mustang
48. Brand architecture models
Branded House House of Brands Hybrid
Associated products Situational/Combination
Master brand
49. Our house
Pros:
Branded House Offers clear, logical paths to new brands and extensions
Value of master brand preserved and transfered easily
Master brand
Cons:
Dependent upon the health of the master brand
Sometimes makes it harder to micro-segment
50. One house, many brands
Pros:
House of Brands Insulates and “protects” individual brands
Communicates breadth
Associated products
Allows for competing brands within the same category
Cons:
Expensive to promote and maintain
51. Something in-between
Hybrid
Pros:
Hybrid Flexible–provides option to use master brand, or not
Allows for segmentation through endorsement
Situational/Combination
Cons:
Difficult to manage
Rife with “slippery slopes”
53. CASE STUDY
“MOTOization” created complexity for Motorola
Extending to business platforms
Proliferation of names
And consumer products
54. CASE STUDY
Motorola’s new brand architecture
Masterbrand
Welcome to the brand
HELLO MOTO
Experience of the brand
MOTOME
Strategic sub-brands
MOTO + 1 to 4 easy-to-pronounce
characters or short word
Products, services, technologies
Trademark names
Motorola + Suggestive name
Descriptive names
Motorola + Generic name or Alphanumerics
55. CASE STUDY
Architecture decision tree
Create a version Extend an existing Create a descriptive name Create a trademark name Create a strategic
name sub-brand
Innovation Unique value The Motorola Naming Game Powerful Substantial
proposition brand resources changing marketing revenue
Is this a new Is the offer so Is Motorola + Is there time, Is this a game Will there be Will the offer
product, and unique that it descriptor budget and changing offer, significant generate
not a cannot live under insufficient? resources to create, upon which the marketing significant
manage, market and success of support over the revenue?
modification of the umbrella of
an existing an existing name? extend a trademark Motorola long-term?
product? name? depends?
56. Brand architecture drivers
+ Does your portfolio reflect and reinforce your brand and business strategy?
Alignment + Is there a clear relationship between your brands?
The optimization of individual
brands with the corporate strategy + Do your brands invite the customer relationships you want?
+ Are your branding practices cost-efficient?
+ How well do customers understand what you sell?
Loyalty + How loyal are customers to your brands?
How the marketplace feels about
the current brands and how they + What are the risks and rewards of change?
are likely to react to change
+ Can you learn from competitors or peers?
+ Are you getting your money’s worth from current brand investments?
Financial + Can you afford to move to an ideal scenario?
How much change will cost and
what return should be expected + What return should you expect from different models?
+ Will brand change create unacceptable cultural disharmony?
Obstacles + Do legal or regulatory obstacles stand in the way of change?
The human and operational
barriers to change + Are your current operations and technology able to accommodate brand integration?
62. “...back vowels such as the [u] sound in dull or ugh are very often
found in words expressing disgust or dislike (e.g., blunder, bung,
bungle, clumsy, muck), and words beginning with sl also tend to
have a negative connotation (slouch, slut, slime, sloven). Words
beginning with fl often express movement (flutter, flap, flicker).
Across languages and cultures, similarities have also been noted.”
+ Phonetic Symbolism and Brand
Name Preference
Journal of Consumer Research, 2007
63.
64. 0100011001100011111100101101110011010001
+ Apples are delicious 1001011010000001001101001100111110000001
1000011010011111010100001101110000110101
0011011000100100100111100101001100100010
+ Apples are good for you 0010001000100000010110101101101101000001
0011010101101100110100110011110010111111
0010000101000100101010000100010010000001
+ Apples are natural 0011011111110100101010010010110000001000
0101111001100010001000001001101001011000
1000000111001100110110111011011111000100
1101001110001100010011101011111010111010
0010110011111101101110101010111011001010
1001001000000010110011011000011111101011
1101011101010001001101000011100011010011
0101100110100111001000011001110001110000
0100011001010001110111110101000011101110
0101101101001001100001111110111011000011
1111110000010010010100011101100000011001
0001110111001000100111110100100011101010
1000011111010101111100001000101101000110
0100101101100111111110100100110110110010
1111001110100000100011000001110010010101
0011100111110001101101100101100110000110
0110111010101000111100100011000100011000
0000110100111111100011111100011011000101
65. The Power of Experience
+ Engaging
“The engaging aspects of product experience can lead to illusions + “Learning from experience is
of control ... improved consumer memory when information more seductive than learning
learned through experience was organized around a goal.” from education.”
Stephen J. Hoch
+ Non-Partisan
“Consumers are skeptical of advertising claims, especially those
that can only be verified through experience ... product experience
is credible because it is basic, with no obvious staging by a self-
interested outside party.”
+ Pseudodiagnostic
“Experience is selective, and since it does not come along with a
control group, interpretation is required ... people learn brand
associations that later block the learning of new attribute
associations.”
+ Endogenous (affected by changes in tastes)
“Beggen (1992) found that people evaluated a brand more
favorably merely because they owned it ... Consumers engage in
creative, motivated reasoning when faced with justifying a choice.”
67. Connecting messages to brand
Characteristics of Good
Messages Brand Messages
+ Reasonably consistent
Voice
over time
+ Connected to a distinctive
Promise
manner, tone and style
+ Sometimes subtextual
+ Tailored to audiences
while retaining a familiar
character
69. CASE STUDY
Framework deconstructed
The voice attributes derive from the brand platform.
They guide the tone and manner of verbal
Voice attributes communications.
Clever | Determined | Dignified | Optimistic
Tonal characteristics of Reagan
Library verbal identity signature
The messages are high level assertions to be communicated at targeted
audience segments. These messages rest at the corporate / brand level,
and are intended to remain in tact for several consecutive years.
Messages
Visit one of Southern California’s “must see” destinations.
Illustrative message targeted at
tourists
The narrative architecture provides a few storytelling constructs
that can be used to compose and edit copy so that it naturally
Narrative connects with the Reagan Library voice attributes and conveys a
architecture sense of the brand promise.
Anecdotal Bookends Like the oratorial style of Reagan himself, this construct
delivers a message within the context of a personal anecdote about real life
experience. It often works well when used with lighter, more optimistic subjects.
Architectural construct for framing a a
message with voice attributes
70. CASE STUDY
Reagan Library copy illustration
Voice influence – the language choices
conjure a determined, optimistic and
dignified tone – implies “you can act and
change anything”
After
Before
He stood at the podium on the terrace of the West Front of the U.S.
Capitol, a break with tradition that provided a sweeping view of the
Artifacts from President Reagan’s childhood
great mall which now teemed with thousands of spectators. It was
and professional career provide physical
unusually warm that January afternoon, as a nation gathered in to
evidence of his extraordinary life. Step through
listen to the vision of its 40th president.
a model of the Dixon Arch in Illinois to
experience Reagan’s youth, while his Eureka
“We must act today in order to preserve tomorrow,” he told them.
College letter sweater recalls his student years.
“And let there be no misunderstanding–we are going to begin to act,
A recreated studio booth highlights his early
beginning today.”
radio broadcasting career, which led to an
acting contract with Warner Bros. Film clips.
In a leadership career that spanned more than five decades, Ronald
Original costumes and movie posters trace his
Reagan inspired Americans to act and achieve more than they
days in the movies, the Screen Actors Guild,
imagined. His legacy thrives at The Reagan Library, one of Southern
and on television, as host of GE Theater and
California’s most beautiful destinations where an ongoing stream of
Death Valley Days. Glimpse into Ronald and
interactive events and exhibits rediscovers Reagan’s values, actions
Nancy Reagan’s devoted marriage, a love story
and spirit of determination. Experience the studio days that shaped
straight out of a Hollywood script. Learn about
his future role as the “great communicator.” Glimpse at fragments of
Reagan’s growing involvement in politics.
the Berlin Wall, torn down from his bold leadership against the cold
Witness his presidency, from reviving the
war. Step aboard Air Force One to learn how Reagan changed the
economy, reducing the size of the federal
face of global diplomacy.
government, and ending the threat of nuclear
war. See a piece of the Berlin Wall, immerse
But The Library is more than a record of the past. It celebrates and
yourself in Camp David and Rancho del Cielo.
Use of
continues the mission of one of America’s most vibrant visionaries,
And, in 2005, walk through the Air Force One anecdotal
echoing the hopeful sentiment he shared that January day on the
that President Reagan used throughout his bookends to
threshold of his presidency, when he recalled the words of a soldier
eight years in office. frame the
on the western front: message of the
copy
“I will work, I will save, I will sacrifice, I will endure, I will fight
cheerfully and do my utmost, as if the issue of the whole struggled
depended upon me alone.”
Embedded message – visit a “must see” destination
71. CASE STUDY
Extending messaging
Empower
Organizations need to have the
structures and tools in place to
Inform
empower employees to deliver
brand-centered results, so that
Employees know what the
the promises being made by the
brand promise is and why it
brand are kept by every is right for the organization.
employee.
Inspire
Employees must be inspired to believe in the brand and
the role they have to play to support it. Inspiration
results from creating compelling and emotional
dramatizations of the brand.
72. Three guidelines for branding in bad times
+ Simplify your architecture
+ Tap brain power
+ Align your messaging
78. What we do
Research Visual Identity Design
Brand Strategy Environmental Branding
Brand Architecture Digital Strategy + Design
Naming Experience Simplification
Content Development Brand Alignment
78
80. Gratuitous plug...
+ Explores how the best brands tell
their stories through unconventional
media
+ Describes a unique cycle that
transforms ordinary brands into
cultural phenomena
+ Explains how brands play a role in
identity development and cultural
norms