How are companies maintaining control of their brands as consumers 1) take control of the media they consume and 2) distribute their own messages about brands?
Branded Utility - The (already happening) future of marketingJosh Chambers
What is "Branded Utility"? It's an overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user.
Read some quotes, see some examples, enjoy!
* Originally presented internally to my company, I tweaked it a bit to show the entire globe.
Marketing has changed significantly in recent years. Brands must now act as participants in online communities rather than controlling messages and audiences. People are seeking good experiences, so brands should focus on creating useful, creative, and relevant experiences for customers. If brands can improve their products and services based on customer feedback, people will recommend them positively through word-of-mouth, which is the most effective advertising.
I love marketing. I hate marketing.
Marketing can be annoying as hell. But it can also be meaningful and authentic. It can do nice things. Even good things. The brand utility is an example. With this guide, I hope to inspire brands to do good.
I made it quite extensive as I give you many examples of how things can be.
Not every case is a perfect example, many are merely a first step. Please look at the diversity of the all approaches, the ambition they represent and, most importantly, the next steps they can take.
Ingmar de Lange
www.brandutility.net
Basic digital copywriting (made for AkberDepok)Seno Pramuadji
This document provides tips for digital copywriting. It emphasizes understanding online user behavior like preferring mobile devices and social media. Content for different platforms should be concise, for example 100 characters for tweets and 40 characters for Facebook posts. To be an effective digital copywriter, one needs knowledge of the product, audience, and space as well as embracing community and speaking the audience's language. The document also presents the S.A.L.E.S framework for digital copywriting.
The document discusses fragrance co-creation, which involves collaborating with consumers to develop new fragrances. It provides the example of Axe/Lynx's collaboration with consumers to develop new variants. Co-creation approaches like multimedia diaries and online focus groups allow brands to engage consumers, especially youth. Successful co-creation depends on identifying passionate, skilled consumers who can influence the brand and spread positive word of mouth. Big companies are increasingly embracing co-creation to develop products more quickly while empowering consumers.
This document provides a summary of trends, creative works, and marketing strategies discussed in the November 2012 issue of the Cultural Fuel Trend Report. It highlights interactive digital window displays, QR code billboards, print ads without words, viral video campaigns, social media promotions, and customized online shopping experiences. The summary identifies new technologies, media, and techniques that marketers are using to engage customers.
As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling
The document provides a summary of cultural trends and marketing strategies from August 2011. It includes:
1) Inspiring creative ideas such as letting New Yorkers collect stories about their city.
2) Hot trends like an interactive billboard campaign for a shopping center's Facebook page and an ambient recruitment campaign using street art.
3) Insights on target groups from research news and case studies of innovative advertising campaigns.
Branded Utility - The (already happening) future of marketingJosh Chambers
What is "Branded Utility"? It's an overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user.
Read some quotes, see some examples, enjoy!
* Originally presented internally to my company, I tweaked it a bit to show the entire globe.
Marketing has changed significantly in recent years. Brands must now act as participants in online communities rather than controlling messages and audiences. People are seeking good experiences, so brands should focus on creating useful, creative, and relevant experiences for customers. If brands can improve their products and services based on customer feedback, people will recommend them positively through word-of-mouth, which is the most effective advertising.
I love marketing. I hate marketing.
Marketing can be annoying as hell. But it can also be meaningful and authentic. It can do nice things. Even good things. The brand utility is an example. With this guide, I hope to inspire brands to do good.
I made it quite extensive as I give you many examples of how things can be.
Not every case is a perfect example, many are merely a first step. Please look at the diversity of the all approaches, the ambition they represent and, most importantly, the next steps they can take.
Ingmar de Lange
www.brandutility.net
Basic digital copywriting (made for AkberDepok)Seno Pramuadji
This document provides tips for digital copywriting. It emphasizes understanding online user behavior like preferring mobile devices and social media. Content for different platforms should be concise, for example 100 characters for tweets and 40 characters for Facebook posts. To be an effective digital copywriter, one needs knowledge of the product, audience, and space as well as embracing community and speaking the audience's language. The document also presents the S.A.L.E.S framework for digital copywriting.
The document discusses fragrance co-creation, which involves collaborating with consumers to develop new fragrances. It provides the example of Axe/Lynx's collaboration with consumers to develop new variants. Co-creation approaches like multimedia diaries and online focus groups allow brands to engage consumers, especially youth. Successful co-creation depends on identifying passionate, skilled consumers who can influence the brand and spread positive word of mouth. Big companies are increasingly embracing co-creation to develop products more quickly while empowering consumers.
This document provides a summary of trends, creative works, and marketing strategies discussed in the November 2012 issue of the Cultural Fuel Trend Report. It highlights interactive digital window displays, QR code billboards, print ads without words, viral video campaigns, social media promotions, and customized online shopping experiences. The summary identifies new technologies, media, and techniques that marketers are using to engage customers.
As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling
The document provides a summary of cultural trends and marketing strategies from August 2011. It includes:
1) Inspiring creative ideas such as letting New Yorkers collect stories about their city.
2) Hot trends like an interactive billboard campaign for a shopping center's Facebook page and an ambient recruitment campaign using street art.
3) Insights on target groups from research news and case studies of innovative advertising campaigns.
The document is a cultural trends report with sections on inspiration, trends, and insights. The inspiration section profiles advertising campaigns for brands like Gatorade, AXE, and Southern Comfort. The trends section highlights innovative marketing strategies. The insights section provides research on target audiences and market observations. Overall the document curates and analyzes recent creative works and industry developments.
Cathy McKim is a copywriter and creative director. She has created branding, advertising campaigns, and promotional materials for various theatre companies, organizations, and businesses over the years. Some of her past work includes developing an engaging tagline and branding for the Alumnae Theatre Company, copy for promotional materials for several theatre productions, and print and online ads promoting causes such as AIDS awareness and a Harry Potter-themed bar. She aims to craft concise and compelling messaging tailored to each client and target audience.
IKEA launched a new product called "Beröra" in Norway, which allows users to operate touchscreen devices while wearing mittens. Mercedes promoted their new emission-free technology with an "invisible car" video. Bushmills whiskey partnered with a sunglasses company to create wooden sunglasses made from old whiskey barrels and waxed in whiskey. The newsletter discusses these and other examples of creative marketing strategies and campaigns.
The fundamentals of marketing & advertising will remain the same even in today's digital world. An overview of the fundamentals in a presentation made to MBA students in Bangalore.
Content Sells Cars is showcasing content marketing best practices in the automotive industry.
Content is offering the aspiration, the inspiration and the education that's converting car brands' audiences into inspired, smarter, more loyal and more profitable customers.
Get content: http://www.sqills.be, info@sqills.be
The document discusses key forces driving change including a generational shift, fewer barriers to entry, unlimited choice and information overload. It argues we are moving from an era of control to one of cooperation and collaboration. New technologies have changed how we consume and industries must address new demand patterns. It encourages embracing innovation through understanding user contexts, designing for everyday use, and creating platforms for passion and ideas to connect. Culture emerges from consistency, and success comes from disrupting conventions to create demand.
Als marketeer is het fijn om te weten of jouw merk stijgt in populariteit, maar tegelijkertijd ben je op zoek naar het ‘waarom’. Er is immers niet slechts één route om populair te worden als een merk. Het is net als met mensen: iedere karaktereigenschap heeft een ander effect op mensen. Een populaire eigenschap bij de een, hoeft niet per definitie populair te zijn bij de ander. Dit is voor ons een vruchtbare voedingsbodem. We nemen jullie mee langs Planet Popular om een beeld te schetsen wat de meest populaire merken van Nederland met elkaar gemeen hebben, maar ook waarin zij van elkaar verschillen.
This document provides a summary of recent cultural trends and marketing strategies. It discusses 12 different creative advertisements and campaigns, including Old Spice's humorous "I'll Live Forever" commercial, an interactive Volkswagen banner, and IKEA's augmented reality catalogue. It also mentions campaigns by McDonald's, Unicef, Heineken, and others focused on the Olympics, child abuse prevention, and new product launches. Each campaign overview is 1-2 sentences and includes the company, idea, and sometimes website links for videos.
This document discusses how user experience (UX) is becoming the new brand order and a key driver of brand value. It argues that customers now define brands based on their experiences, not just marketing messages. It provides examples of how companies like American Airlines and Merrill Lynch are innovating their customer experiences to strengthen their brands. The document recommends that companies map customer journeys, establish design principles, and create a vision to integrate brand and experience across organizational silos. The goal is to deliver consistent, differentiated experiences that fulfill brand promises and drive relevance, authenticity, and customer perception of value.
2014 MINI USA Brand Challenge: "Come Together"Spring Wedlund
This document outlines a marketing campaign created by Portland State University students for MINI USA to target Millennials aged 18-24. The campaign aims to increase brand awareness and consideration among this demographic through social media marketing and experiential activities. Research involved surveys, focus groups, and interviews exploring Millennials' perceptions of MINI and vehicle purchasing behaviors. The proposed strategy centers around guerrilla marketing installations in four cities to drive social engagement. Paid, owned, and earned media across platforms like Facebook, Instagram and YouTube will support this. The budget, objectives, and metrics for evaluating the campaign's success are also detailed.
Biti's wants to introduce FLEAKERS, a new product that combines the airy comfort of flip flops with the secured feeling of sneakers. The brand concept positions FLEAKERS as a perfect combination of comfort and care from Biti's, a 30-year companion for young people's life exploration. The campaign objectives are to trigger curiosity about the unmet need for this category, introduce FLEAKERS as the solution, and boost sales. The creative deliverables include visual content on social media like photos on Facebook and Zalo, online purchases on the website and Lazada, and self-delivery partnerships. The budget is 4 billion VND to double flip flop sales over 12 months.
Cannes lions awards 2014 trends and implicationsLeslie Turley
This document summarizes key digital marketing trends from 2014, highlighting examples of award-winning campaigns. The trends discussed include using technology to benefit consumers, presenting data as creative works, crafting campaigns to subvert expectations and garner advocacy, targeting individuals with personalized experiences, and inspiring wonder through simplicity. Brands are advised to think about how to deliver on promises through technology, share insights through data, inspire different emotions, and facilitate consumer interactions at scale.
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,Simba Events
This document discusses marketing innovation for brands in the digital age. It outlines some big shifts from product-centric and interruptive marketing to brands with purpose and dynamic content. It argues that an ideal that drives everything a brand does can turn employees, customers, and suppliers into brand evangelists and make the brand an unstoppable force. It also discusses using cultural tension and a brand's best self to develop big ideas. Purpose-driven brands can add equity. Content innovation and made media can replace paid media for more ROI.
The document provides a summary of creative marketing campaigns and trends from May 2012. In the inspiration section, it describes campaigns by Ray Ban, Lego, and Nike that used new technologies. The trends section discusses the merging of digital and physical craftsmanship and the development of fully sustainable fruit-based packaging. It also notes the potential for Instagram to create a physical camera product. The insights section provides analysis and commentary on various innovative marketing strategies and activations featured in news sources.
Brands of fortune - why brands should act like the A-TeamCarlos Monteiro
This document discusses how brands should operate like the A-Team in order to become "Brands of Fortune." It argues that brands need to have an elite team of experts in different fields like strategy, rhetoric, transportation, and mechanics. They also need clear core purposes and goals centered around customer needs. By adapting to changing conditions, using technology innovatively, crafting compelling arguments, and reaching customers through multiple channels, brands can achieve their goals and become the preferred choice, just like the A-Team.
Toyota's Camry brand lacked emotional connections with its owners. Toyota launched an online forum called "The Camry Effect" where owners could share personal stories about their Camrys. This ignited passions as stories led to more stories, with over 100,000 shared online. The campaign increased Camry's image and loyalty. SKOL beer in Brazil positioned itself as fun and subversive by launching a military-themed campaign on Facebook to "invade" Carnival celebrations, growing its fan base to over 5 million. Both brands leveraged understanding customers to enable active brand celebration and passion.
I had a 20-minute slot to talk to MBA students about marketing communications in a digital world. In that limited time for such a vast topic, I shared some basic principles. I wish I could share more examples but this is the best I could do given the limited time.
This document provides a summary of trends, marketing strategies, research insights, and creative campaigns from January 2013. It includes summaries of 14 creative advertisements and campaigns on topics such as ebooks, Alzheimer's disease, homelessness, space travel, Windows 8, flight codes, and dating websites. The document is intended to inspire readers and provide insights into hot trends and target audiences.
Trend watchers – us included – love to obsess over the new. But regular readers often ask us what’s happened to past trends, and of course that’s something we religiously track too. Which is why this month, we take a look back at five past trends*, including one from 2009 (gasp!): the developments, the status quo, and the many future innovation opportunities they will continue to offer (for those who still need their NEWISM-fix ;)
This document provides a summary of trends, marketing strategies, research insights, and creative inspirations from various advertising campaigns. It discusses innovative ideas from companies like Mini, Miele, Heineken, Volkswagen, Canal+, John Lewis, Google, Aldi, Liberty Mutual, and Turkish Airlines. The document analyzes over 15 campaigns, videos, and initiatives from the world of advertising.
Spikes Asia Creativity Festival 2013 - Insights and InspirationsElva Wu
Here're some insights and observations of the Spikes Asia Creativity Festival 2013. I attended the Spikes Asia Young Marketer Academy this year, it was a truly fruitful and inspiring experience which triggered me to organise my thoughts and gather all the amazing stories together in one deck. And crazy enough, I also started a blog - creativecurations.wordpress.com, which is still at the infant stage and looking insanely ugly at the moment, but the whole purpose was to bring these inspirations forward, to explore further, dig deeper and think bigger, writing seems to be the most effective way to do it. So this deck and my blog are completely dedicated to my own learning, but if occasionally someone finds them an interesting read, I'll be over the moon.
Kotler's social definition of marketing is presented, which describes marketing as a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others. The document then discusses some criticisms of modern marketing practices, including that too many resources are spent on branding and advertising rather than products, and that marketing can negatively impact consumers, society, and other businesses. It also questions whether it is worth paying more for branded products versus generic alternatives in some cases such as pain relievers, fashion items, and gasoline.
The document is a cultural trends report with sections on inspiration, trends, and insights. The inspiration section profiles advertising campaigns for brands like Gatorade, AXE, and Southern Comfort. The trends section highlights innovative marketing strategies. The insights section provides research on target audiences and market observations. Overall the document curates and analyzes recent creative works and industry developments.
Cathy McKim is a copywriter and creative director. She has created branding, advertising campaigns, and promotional materials for various theatre companies, organizations, and businesses over the years. Some of her past work includes developing an engaging tagline and branding for the Alumnae Theatre Company, copy for promotional materials for several theatre productions, and print and online ads promoting causes such as AIDS awareness and a Harry Potter-themed bar. She aims to craft concise and compelling messaging tailored to each client and target audience.
IKEA launched a new product called "Beröra" in Norway, which allows users to operate touchscreen devices while wearing mittens. Mercedes promoted their new emission-free technology with an "invisible car" video. Bushmills whiskey partnered with a sunglasses company to create wooden sunglasses made from old whiskey barrels and waxed in whiskey. The newsletter discusses these and other examples of creative marketing strategies and campaigns.
The fundamentals of marketing & advertising will remain the same even in today's digital world. An overview of the fundamentals in a presentation made to MBA students in Bangalore.
Content Sells Cars is showcasing content marketing best practices in the automotive industry.
Content is offering the aspiration, the inspiration and the education that's converting car brands' audiences into inspired, smarter, more loyal and more profitable customers.
Get content: http://www.sqills.be, info@sqills.be
The document discusses key forces driving change including a generational shift, fewer barriers to entry, unlimited choice and information overload. It argues we are moving from an era of control to one of cooperation and collaboration. New technologies have changed how we consume and industries must address new demand patterns. It encourages embracing innovation through understanding user contexts, designing for everyday use, and creating platforms for passion and ideas to connect. Culture emerges from consistency, and success comes from disrupting conventions to create demand.
Als marketeer is het fijn om te weten of jouw merk stijgt in populariteit, maar tegelijkertijd ben je op zoek naar het ‘waarom’. Er is immers niet slechts één route om populair te worden als een merk. Het is net als met mensen: iedere karaktereigenschap heeft een ander effect op mensen. Een populaire eigenschap bij de een, hoeft niet per definitie populair te zijn bij de ander. Dit is voor ons een vruchtbare voedingsbodem. We nemen jullie mee langs Planet Popular om een beeld te schetsen wat de meest populaire merken van Nederland met elkaar gemeen hebben, maar ook waarin zij van elkaar verschillen.
This document provides a summary of recent cultural trends and marketing strategies. It discusses 12 different creative advertisements and campaigns, including Old Spice's humorous "I'll Live Forever" commercial, an interactive Volkswagen banner, and IKEA's augmented reality catalogue. It also mentions campaigns by McDonald's, Unicef, Heineken, and others focused on the Olympics, child abuse prevention, and new product launches. Each campaign overview is 1-2 sentences and includes the company, idea, and sometimes website links for videos.
This document discusses how user experience (UX) is becoming the new brand order and a key driver of brand value. It argues that customers now define brands based on their experiences, not just marketing messages. It provides examples of how companies like American Airlines and Merrill Lynch are innovating their customer experiences to strengthen their brands. The document recommends that companies map customer journeys, establish design principles, and create a vision to integrate brand and experience across organizational silos. The goal is to deliver consistent, differentiated experiences that fulfill brand promises and drive relevance, authenticity, and customer perception of value.
2014 MINI USA Brand Challenge: "Come Together"Spring Wedlund
This document outlines a marketing campaign created by Portland State University students for MINI USA to target Millennials aged 18-24. The campaign aims to increase brand awareness and consideration among this demographic through social media marketing and experiential activities. Research involved surveys, focus groups, and interviews exploring Millennials' perceptions of MINI and vehicle purchasing behaviors. The proposed strategy centers around guerrilla marketing installations in four cities to drive social engagement. Paid, owned, and earned media across platforms like Facebook, Instagram and YouTube will support this. The budget, objectives, and metrics for evaluating the campaign's success are also detailed.
Biti's wants to introduce FLEAKERS, a new product that combines the airy comfort of flip flops with the secured feeling of sneakers. The brand concept positions FLEAKERS as a perfect combination of comfort and care from Biti's, a 30-year companion for young people's life exploration. The campaign objectives are to trigger curiosity about the unmet need for this category, introduce FLEAKERS as the solution, and boost sales. The creative deliverables include visual content on social media like photos on Facebook and Zalo, online purchases on the website and Lazada, and self-delivery partnerships. The budget is 4 billion VND to double flip flop sales over 12 months.
Cannes lions awards 2014 trends and implicationsLeslie Turley
This document summarizes key digital marketing trends from 2014, highlighting examples of award-winning campaigns. The trends discussed include using technology to benefit consumers, presenting data as creative works, crafting campaigns to subvert expectations and garner advocacy, targeting individuals with personalized experiences, and inspiring wonder through simplicity. Brands are advised to think about how to deliver on promises through technology, share insights through data, inspire different emotions, and facilitate consumer interactions at scale.
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,Simba Events
This document discusses marketing innovation for brands in the digital age. It outlines some big shifts from product-centric and interruptive marketing to brands with purpose and dynamic content. It argues that an ideal that drives everything a brand does can turn employees, customers, and suppliers into brand evangelists and make the brand an unstoppable force. It also discusses using cultural tension and a brand's best self to develop big ideas. Purpose-driven brands can add equity. Content innovation and made media can replace paid media for more ROI.
The document provides a summary of creative marketing campaigns and trends from May 2012. In the inspiration section, it describes campaigns by Ray Ban, Lego, and Nike that used new technologies. The trends section discusses the merging of digital and physical craftsmanship and the development of fully sustainable fruit-based packaging. It also notes the potential for Instagram to create a physical camera product. The insights section provides analysis and commentary on various innovative marketing strategies and activations featured in news sources.
Brands of fortune - why brands should act like the A-TeamCarlos Monteiro
This document discusses how brands should operate like the A-Team in order to become "Brands of Fortune." It argues that brands need to have an elite team of experts in different fields like strategy, rhetoric, transportation, and mechanics. They also need clear core purposes and goals centered around customer needs. By adapting to changing conditions, using technology innovatively, crafting compelling arguments, and reaching customers through multiple channels, brands can achieve their goals and become the preferred choice, just like the A-Team.
Toyota's Camry brand lacked emotional connections with its owners. Toyota launched an online forum called "The Camry Effect" where owners could share personal stories about their Camrys. This ignited passions as stories led to more stories, with over 100,000 shared online. The campaign increased Camry's image and loyalty. SKOL beer in Brazil positioned itself as fun and subversive by launching a military-themed campaign on Facebook to "invade" Carnival celebrations, growing its fan base to over 5 million. Both brands leveraged understanding customers to enable active brand celebration and passion.
I had a 20-minute slot to talk to MBA students about marketing communications in a digital world. In that limited time for such a vast topic, I shared some basic principles. I wish I could share more examples but this is the best I could do given the limited time.
This document provides a summary of trends, marketing strategies, research insights, and creative campaigns from January 2013. It includes summaries of 14 creative advertisements and campaigns on topics such as ebooks, Alzheimer's disease, homelessness, space travel, Windows 8, flight codes, and dating websites. The document is intended to inspire readers and provide insights into hot trends and target audiences.
Trend watchers – us included – love to obsess over the new. But regular readers often ask us what’s happened to past trends, and of course that’s something we religiously track too. Which is why this month, we take a look back at five past trends*, including one from 2009 (gasp!): the developments, the status quo, and the many future innovation opportunities they will continue to offer (for those who still need their NEWISM-fix ;)
This document provides a summary of trends, marketing strategies, research insights, and creative inspirations from various advertising campaigns. It discusses innovative ideas from companies like Mini, Miele, Heineken, Volkswagen, Canal+, John Lewis, Google, Aldi, Liberty Mutual, and Turkish Airlines. The document analyzes over 15 campaigns, videos, and initiatives from the world of advertising.
Spikes Asia Creativity Festival 2013 - Insights and InspirationsElva Wu
Here're some insights and observations of the Spikes Asia Creativity Festival 2013. I attended the Spikes Asia Young Marketer Academy this year, it was a truly fruitful and inspiring experience which triggered me to organise my thoughts and gather all the amazing stories together in one deck. And crazy enough, I also started a blog - creativecurations.wordpress.com, which is still at the infant stage and looking insanely ugly at the moment, but the whole purpose was to bring these inspirations forward, to explore further, dig deeper and think bigger, writing seems to be the most effective way to do it. So this deck and my blog are completely dedicated to my own learning, but if occasionally someone finds them an interesting read, I'll be over the moon.
Kotler's social definition of marketing is presented, which describes marketing as a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others. The document then discusses some criticisms of modern marketing practices, including that too many resources are spent on branding and advertising rather than products, and that marketing can negatively impact consumers, society, and other businesses. It also questions whether it is worth paying more for branded products versus generic alternatives in some cases such as pain relievers, fashion items, and gasoline.
This document provides 15 marketing strategies that inspire strategic thinking. It discusses the importance of developing marketing campaigns that resonate with audiences while gaining a competitive edge. Some of the highlighted strategies include partnering with allies, embracing user generated content, collaborating with influencers, helping customers solve problems, experimenting with new channels, tapping into nostalgia, and telling cross-media stories. The goal is to breathe new life into marketing efforts and build a strategic culture within businesses.
Marketing involves meeting customer needs and wants through integrated communications to provide value in exchange. Target audiences are the primary groups an ad is designed for, such as certain age groups. Dominant ideologies are the underlying values and morals in a society. Branding differentiates products through names, symbols, and visual/emotional associations. Product placement embeds brands in media without explicit ads. Cool hunting predicts cultural trends to control the next big things.
Marketing involves meeting customer needs and wants through integrated communications to provide value in exchange. Target audiences are the primary groups an ad is designed for, such as certain age groups. Dominant ideology refers to the underlying values and morals in a society. Branding differentiates products through names, symbols, and visual/emotional associations. Product placement embeds brands in media without explicit ads. Cool hunting predicts cultural trends to control the next big thing.
Lewis williams structure in advertising assigment.(finished)lewisW318
The document discusses various structures and techniques used in TV advertisements. It covers realist narratives, anti-realist narratives, surrealism, animation, documentaries, celebrity endorsements, talking heads, stand-alone vs. series ads, nostalgic, humorous and dramatic styles. It also discusses codes and conventions like editing, lighting, camera angles and iconography. Emotional responses, characteristics of services, regulation, audience research methods, and sources of information for advertisers are outlined. Overall, the document provides an overview of common advertising techniques, structures, and considerations for TV commercials.
Lewis williams structure in advertising assigment.(finished)Lewis Williams
The document discusses various structures and techniques used in TV advertisements. It covers realist narratives, anti-realist narratives, surrealism, animation, documentaries, celebrity endorsements, talking heads, stand-alone vs. series ads, nostalgic, humorous and dramatic styles. It also discusses codes and conventions like editing, lighting, camera angles and iconography. Emotional responses, characteristics of services, regulation, audience research methods, and sources of information for advertisers are described. Overall, the document provides an overview of common advertising techniques, structures, and considerations for TV commercials.
This document provides an overview of key concepts in consumer behavior taught in an introductory consumer behavior course. It discusses definitions of consumer behavior and different consumer orientations throughout history. The marketing concept is explained as well as how marketers segment, target, and position products. The document also covers customer value, satisfaction, trust and retention. It provides examples of how companies like Starbucks create value propositions and how McDonald's communicates value to consumers. The impact of digital technologies and social media on marketing is examined. A simple model of the consumer decision making process is also presented.
The document analyzes Apple's "Get a Mac" advertising campaign from 2006. It discusses the symbolism used in the ads to represent Macs and PCs. For example, the casual clothing of the Mac actor represents freedom and creativity, while the suit of the PC actor represents corporate repression. It also examines how the ads target average consumers, not IT professionals, and present objective truths about the superior design and security of Macs compared to PCs. The analysis finds the ads were carefully crafted to convey their message in an engaging way and provide a good return on Apple's advertising investment.
Willem Sodderland, CEO/founder of Buzzer, Europe\'s first Word of Mouth Marketing agency at the Word of Mouth Marketing Conference in Warsaw on May 8, 2008
I have done my research based off of humor and advertising, does it work? It is getting the job done that companies are wanting? I didn't necessarily come up with an answer. But, you can decide for yourself!
This document discusses the importance of engaging customers through online communities. It argues that human interaction is better than automation at connecting with customers emotionally and building brand advocacy. Effective community engagement involves connecting customers to the brand and to each other through shared experiences. This can turn customers into brand ambassadors and influence how they feel about the company. The document promotes QuestionPro Communities as a centralized platform that can help companies recruit customers, engage them through surveys and discussions, collect customer insights, reward participation, and ultimately impact customer experience and business outcomes.
Below are the link in the PowerPoint if they aren't pulling up directly.
Slide 4: http://fortune.com/2016/02/07/super-bowl-ads-spend-millions/
Slide 6: #1 -https://www.youtube.com/watch?v=GNWatifmMRE
#2 -https://www.youtube.com/watch?v=D8Cb5Wk2t-8
This document provides an overview of branding in the modern social media landscape. It begins with definitions of branding and discusses key facets like visual design, marketing, customer service and product experience. It then gives examples of how brands like Nike and restaurants successfully create emotional connections. The document stresses that branding must be consistent across all customer touchpoints. It notes that social media has changed branding due to people constantly sharing information online. Brands must understand this new normal and implement modern strategies to engage audiences in bite-sized content on various platforms.
Creative testing (Updated) for Aiim Industry MeetUp 24 jan2015San Vu
This document discusses issues with traditional approaches to testing advertising. It argues that research focusing only on what consumers say they remember or think of an ad can be misleading, as most decision-making and responses to ads occur unconsciously. The document advocates evaluating ads based more on observed consumer behaviors like smiles or discussions, rather than conscious responses. It also questions common assumptions that underlie advertising testing, such as the idea that ads must communicate verbal messages or that consumers process ads in a rational, high-involvement way. Overall, the document promotes more creative approaches to advertising that elicit emotional responses over rational ones.
The document discusses various advertising techniques used to influence consumer behavior, many of which rely on emotional appeals rather than logical or factual arguments. It notes that advertisers commonly use sex appeal, humor, patriotism, and positive imagery to create emotional associations with products. While these strategies can be effective, the document warns that consumers should think critically about advertising claims and not accept them at face value, as advertisers sometimes use vague language, selective facts, or misleading scientific references to promote their products.
How To Crash The Party North 1231226907563744 1gueste76bac7
This document discusses how brands can participate in the consumer-controlled economy without being thrown out. It outlines how consumers now control media and brand consumption through user-generated content. Brands must find ways to empower consumers as creators by providing tools for self-expression. Examples include allowing consumers to design products and share brand communications. The rise of social media has given consumers more control over their experiences. Brands must learn to participate in conversations and communities instead of just pushing messages.
Industry Guide to the Codes and Conventions of AdvertisingBethPotter4
The radio advertisement uses typical codes and conventions such as celebrity endorsement with Mr. T promoting the Snickers bar. Though little information is given about the product itself due to its popularity, the unexpected phone call dialogue at the beginning captures listeners' attention in an unconventional way for a radio spot. By humorously portraying Mr. T becoming irritable when hungry but then satisfied after eating a Snickers, the ad associates the product with resolving irritability to create an emotional connection with the audience.
Advertisers use many techniques to influence consumers, even if consumers don't realize it. These techniques include associating products with sex, humor, patriotism and positive emotions. Advertisers also address consumer concerns disingenuously and make vague, exaggerated claims. Today, with numerous media choices, advertisers employ targeted marketing, product placement, sponsorship and branding to make products part of people's lifestyles and identities. The document warns consumers to be aware of manipulative advertising techniques.
Similar to Building a Brand as Consumers Take Control (20)
What is "Branded Utility"? It's an overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user.
Read some quotes, see some examples, enjoy!
Make Everyone a Tester: Natural Language Acceptance TestingViget Labs
Application testing has traditionally been the responsibility of those in formal QA roles or, more recently, the application developers themselves. Is being a programmer or tester really a requirement for effectively testing your web application? Discover ways to enable your existing team to write human-readable tests they can run in their own browser.
Women in technology and social media marketing is discussed. Social media aims to facilitate interaction and sharing of content online. Nearly 50% of consumers make purchases based on social recommendations, so social media is important for understanding customers. A case study shows how "mommy bloggers" negatively reacted to a Motrin campaign on Twitter, spreading to YouTube and traditional media. The lesson is for companies to identify online influencers, listen to social media discussions, and engage customers appropriately.
9 Tips to Profitability: How Squidoo Did ItViget Labs
Squidoo is a recommendation platform with over 500,000 user-generated pages and millions of monthly visitors. It became profitable by having lean teams, being agile, closely monitoring metrics to react quickly, continually beta testing, listening to users, being open, authentic communication, spending less, and having patience. The document outlines how Squidoo earned revenue from ads and affiliate sales and shared it between charity, users, and the company.
This document discusses various approaches to designing RESTful routes and controllers in a Rails application. It provides examples of routing configurations and controller code for resources like users, records, and search functions. It also covers more advanced patterns involving related resources, namespaces, and default routing.
Haml (HTML Abstraction Markup Language) is a templating language that produces HTML/XHTML. It aims to increase the elegance and simplicity of HTML, focusing on eliminating unnecessary code. Some key points:
- Haml is used to write templates that generate XHTML, providing a cleaner syntax than ERB by removing unnecessary tags and attributes.
- It uses indentation rather than closing tags and newlines rather than semicolons to format code, reducing visual noise and complexity in HTML documents.
- Haml templates can be used directly within Ruby on Rails to generate views, laying out page content in a more readable way than traditional ERb templates.
Changing Your Mindset: Getting Started With Test-Driven DevelopmentViget Labs
This document provides an overview of test-driven development (TDD) and how to get started with it. It discusses the TDD process of writing a failing test first, then code to pass that test, and refactoring. Examples show how to write tests using Test::Unit, use stubs and mocks with Mocha, and address common pitfalls like over-mocking or non-descriptive test names. The document also covers integrating tests with Rake, using expectations as tests, and analyzing test coverage with tools like RCov.
This document discusses strategies for dealing with legacy PHP code, including separating controllers and views, removing dependencies on global variables, refactoring procedural code to be object-oriented, and untangling nested require statements. Specific problems in legacy PHP code are said to include mixing of PHP and HTML, overuse of requires instead of method calls, and excessive use of global variables. The document provides examples of refactoring code to address these issues.
The document discusses FlexMock and Mocha, two Ruby libraries for mocking objects in tests. It describes what mocks are and when they should be used. It then outlines a "mockfight" between FlexMock and Mocha, where different testing scenarios are tried with each library. Both libraries are able to handle the scenarios. In the end, the document concludes that the two libraries now have similar features and the choice between them comes down to personal preference of syntax.
Building and Working With Static Sites in Ruby on RailsViget Labs
Ben Scofield presents his solution for building web applications in Rails that contain a large chunk of static content. This approach merges the management of static content with the power that the Rails framework provides to developers.
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The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
[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
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
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.
4 Benefits of Partnering with an OnlyFans Agency for Content Creators.pdfonlyfansmanagedau
In the competitive world of content creation, standing out and maximising revenue on platforms like OnlyFans can be challenging. This is where partnering with an OnlyFans agency can make a significant difference. Here are five key benefits for content creators considering this option:
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
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.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdfPridesys IT Ltd.
Pridesys Garments ERP is one of the leading ERP solution provider, especially for Garments industries which is integrated with
different modules that cover all the aspects of your Garments Business. This solution supports multi-currency and multi-location
based operations. It aims at keeping track of all the activities including receiving an order from buyer, costing of order, resource
planning, procurement of raw materials, production management, inventory management, import-export process, order
reconciliation process etc. It’s also integrated with other modules of Pridesys ERP including finance, accounts, HR, supply-chain etc.
With this automated solution you can easily track your business activities and entire operations of your garments manufacturing
proces
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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.
19. a question if the consumer controls the messages, can a company still control its brand direction and inspire users?
20. “Price and functionality are now taken for granted (or, in other words, not sufficiently differentiating). It is now the intangible, irrational, and subjective attributes of the brand offering that are the new factors of success . . . Empowered brands are the ones managing to deliver hedonist and emotional attributes throughout the brand experience.” -Vladimir Djurovic, CEO, Labbrand China
23. good companies inspire affinity toward the product inspire affinity for the company
24. good companies inspire affinity toward the product inspire affinity for the company by letting the consumer approach you, rather than the other way around.
46. affinity shows that if Virgin breaks guitars, you won’t have to make a YouTube video to get it fixed.
47. “Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level.” -David Armano, AdAge
Consumers taking controlCutting out advertisingListening to each other rather than your ads
Get people to rally around brand relationships
If you can Cut traditional media out of your lifeAccess product reviewsEasily find the lowest price online Get lots of other people’s opinions Can you control your brand?Inspire conversation? Or are companies at the mercy of a democratic market?
Marketing agency which specializes in brand strategy; Worked with clients like Morgan Stanley, L’Oreal, Mercedes, and Brita.
Differentiates itself from all the other carbonated sugar water.Takes you to the Coke Side of Life: sensorial, stimulating experience
Cognitive dissonanceWord of mouth recommendationsInjects humor into the brand
If you’re already making it more fun than all the other toys while it’s still in the box, you have a leg up on the competition.
Someone buying a high-end convertible sports car isn’t doing it for purely utilitarian reasonsShows it’s something you play with and enjoyArt: reflects something about you. Just like when people see you driving in the car.
If you stay at Hyatt, you’ll be able to have fun wherever you go. Service from concierge is like service from the rest of the employees.FYI: they don’t know if you’re staying in a Hyatt or not—but does it really matter?
Ice cream and pastries. More dissonance: if I have to check multiple times, it must be goodWord of mouth send to a friend.Gained over 200,000 fans the week of July 19—and you don’t have to be a fan to get promotionMore receptive to other messages later if you’ve already opted in
Everybody hates airlines.Not just meeting, but exceeding levels of customer service.Airplane problems are unavoidable. Fixing them is not.
There’s no formula for going viralA big campaign won’t cover up a poor product anymoreWhatever you do, it probably won’t workWhat you can guarantee is small, quality interactions. If you ensure people have quality, happy interactions at every touchpoint, that’s the future of branding and how you’ll keep loyal customers.