It's been 10 years since I've seen a white paper. Lots of things have since changed, but the premise still holds true. I thought I'd share with you to get your feedback... 10 years later.
i·de·al·ism
any of various systems of thought in which the objects of knowledge are held to be in some way dependent on the activity of mind.
At the time I was hoping to inspire change as the marketing dynamic was evolving. Perhaps I'll revisit it, make some edits, and try once again to create a "futuristic" idealism that I can, in 10 years, revisit again.
This time around, I think we'll incorporate the importance of relationships, the give-to-give methodology (thank you @Jill_Rowley) and begin to think about why having a vision, being passionate, ego free and helping others will make you far more successful than just focusing on making money... focus on the other things and everything else will fall into place.
Would, as always, love feedback and thoughts.
This document discusses the changing landscape of marketing and strategy. It notes that consumers are now more informed and skeptical of traditional advertising approaches. Data and analytics are providing marketers more insights into customers and allowing for more targeted approaches. Winning strategies create impact by stimulating conversations, involving consumers through experiences, and building influence, intimacy and identity with brands. Great strategists embrace uncertainty, flexibility and imagination to develop possibilities and tweak approaches based on results. The document emphasizes gaining insights across many categories to develop winning marketing strategies.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
This document discusses how brands need to evolve as businesses change their target audiences and strategic directions. It notes that while organizations invest heavily in building powerful brands, those brands may become outdated if they do not change along with the business. Specifically, the document examines how reviewing brand metrics like attributes, equity, and management can help organizations understand if their brand still fits their current business approach or if an update is needed. It cautions that simply expanding into new markets without first evaluating how the brand needs to adapt could fail to maximize opportunities or alienate existing customers.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
The RE-ENGINEERING OF MARKETING & SALES 2016...Bringing down the 'silos'Paul Stanley
Utilizing the historic model when brands were in power; brand loyal consumers, brand domination of the sales channels and advertising was king,we now look at how one might re-engineer that historic model to deliver '360 brand power once again in today's world.
It's also a means of truly integrating marketing & sales which in turn 'brings down the silos' at both the manufacturer and their agencies.
Integrated Marketing Communication (IMC) needs to be updated to account for changes in the digital era. The consumer journey is now more complex, with many new touchpoints influencing consumers. Consistency across touchpoints is still important, but campaigns need to leverage each touchpoint's unique strengths rather than using the same execution everywhere. Successful campaigns now synchronize different creative executions across touchpoints, with media and creative planned together. They also allow two-way engagement with consumers to co-create the brand narrative. The new approach of "orchestrated marketing" coordinates all elements like an orchestra for maximum impact.
This document discusses the changing landscape of marketing and strategy. It notes that consumers are now more informed and skeptical of traditional advertising approaches. Data and analytics are providing marketers more insights into customers and allowing for more targeted approaches. Winning strategies create impact by stimulating conversations, involving consumers through experiences, and building influence, intimacy and identity with brands. Great strategists embrace uncertainty, flexibility and imagination to develop possibilities and tweak approaches based on results. The document emphasizes gaining insights across many categories to develop winning marketing strategies.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
This document discusses how brands need to evolve as businesses change their target audiences and strategic directions. It notes that while organizations invest heavily in building powerful brands, those brands may become outdated if they do not change along with the business. Specifically, the document examines how reviewing brand metrics like attributes, equity, and management can help organizations understand if their brand still fits their current business approach or if an update is needed. It cautions that simply expanding into new markets without first evaluating how the brand needs to adapt could fail to maximize opportunities or alienate existing customers.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
The RE-ENGINEERING OF MARKETING & SALES 2016...Bringing down the 'silos'Paul Stanley
Utilizing the historic model when brands were in power; brand loyal consumers, brand domination of the sales channels and advertising was king,we now look at how one might re-engineer that historic model to deliver '360 brand power once again in today's world.
It's also a means of truly integrating marketing & sales which in turn 'brings down the silos' at both the manufacturer and their agencies.
Integrated Marketing Communication (IMC) needs to be updated to account for changes in the digital era. The consumer journey is now more complex, with many new touchpoints influencing consumers. Consistency across touchpoints is still important, but campaigns need to leverage each touchpoint's unique strengths rather than using the same execution everywhere. Successful campaigns now synchronize different creative executions across touchpoints, with media and creative planned together. They also allow two-way engagement with consumers to co-create the brand narrative. The new approach of "orchestrated marketing" coordinates all elements like an orchestra for maximum impact.
Door To Door Marketing PowerPoint Presentation SlidesSlideTeam
Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of fourtyseven slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
This document discusses how marketing must become more pervasive throughout companies in order to truly engage customers in today's environment. It argues that everyone in a company is now responsible for marketing, so companies need to establish accountability. The marketing organization needs to stimulate dialogue across the company to design, build, operate, and renew cutting-edge customer engagement approaches. Examples are provided of companies that have distributed marketing tasks, formed councils to coordinate activities, and partnered more closely with customers and vendors.
Direct selling can build trust, passion, and community around brands. To develop trust, direct sellers must deliver on promises and empower representatives to provide excellent customer service. Brands like Natura have seen success by developing a passionate culture around their mission and ensuring representatives believe in and enjoy promoting the brand. Direct selling also allows brands to become an active part of the communities they serve through personal relationships between representatives and customers.
f4mmedia provides marketing, branding, and content creation services to small businesses. They introduce the concept of responsive marketing, which adapts marketing campaigns based on changes in audience behavior and attention across different channels over time. Responsive marketing uses a variety of media and places appropriately created content in relevant channels to engage audiences with "conversational" marketing rather than one-size-fits-all campaigns.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
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!
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
The document discusses how brand point management can deliver compelling and consistent brand experiences through strategic, creative, and executional expertise at every touchpoint where consumers interact with a brand, whether at home, on the go, in stores, or on shelves. It outlines Schawk's capabilities across various practices to strategically plan brands, creatively bring them to life, and execute branding consistently worldwide through premedia services. Schawk aims to nurture brands from concept to market by maximizing opportunities for consumers to experience passion for the brand.
This paper outlines the need for coordinated message delivery between corporate and local marketers and covers the following topics: revisiting the Local Moment of Truth, sharing your brand with local marketers,applying the omni-channel concept to blended marketing and four steps for message coordination.
The Basics of Brand Management by Iftikhar Munir (Director at ZM TRADERS). Iftikhar Munir has over 15 years of experience of advertising, marketing and sales management at senior position.
The document discusses various strategies for advertising a brand, including establishing a physical presence, connecting intellectually with audiences, using social media effectively, and different types of online advertising like LinkedIn, Twitter, Facebook, and search engine marketing. It emphasizes the importance of understanding different advertising platforms and audiences in order to craft targeted, relevant messages that will attract customers without being intrusive spam. Costs of different advertising methods like cost-per-click and cost-per-thousand are also addressed.
The document outlines 10 key marketing trends for 2021: 1) Purpose-driven marketing will be important to align brand values with social causes, 2) Brands must find ways to reconnect with customers after the disruptions of 2020, 3) Loss aversion strategies need to be more sensitive given losses incurred in 2020, 4) Relatability through user-generated content can drive growth, 5) Social e-commerce is expanding with in-app shopping options, 6) Video and storytelling content will be highly engaging, 7) Brands should reduce costs by repurposing existing content across channels, 8) Virtual events and meetings will continue to be important, 9) Artificial intelligence will make marketing smarter and more personalized, and 10
This document discusses using semiotics and cultural context to develop meaningful brand identities and ensure consistent communication across channels. It makes the following key points:
1. Successful brands have a clear vision and identity represented by culturally relevant meanings that are consistently reinforced through all communications.
2. Brand meanings must be embedded in all messages and channels to provide a unified brand image conveying the key meanings.
3. Understanding brand meanings within their cultural and market contexts allows for consistent branding experiences and prevents image fragmentation across different channels over time.
New research proves consumers prefer brands that offer unique experiences. Many are even willing to pay more for unique brand experiences. Check out our global research on brand experience trends and learn how to apply these insights to your brand.
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
The document is a paper written by Brandon Harrigan about why he chose advertising and marketing as his area of study. He discusses how advertising allows for creativity and grasping viewers' attention. He believes his creativity will help him succeed in advertising. Marketing also interests him as it allows seeing how products are received. His internship at Camp Harmony gave him experience with marketing tools. He hopes to gain experience and get a job at a successful advertising firm after graduation.
Success in Digital Marketing: Dealing with root causes of failureMarc Minor
Lecture given to MBA students at UNC Chapel Hill in 2014. What does it mean to succeed in digital and how to avoid industry traps. Also, why does digital marketing fail even when we think it succeeds.
Generously invited by the wonderful Professor JoAnn Sciarrino - http://www.jomc.unc.edu/directory/faculty/joann-sciarrino
Relevance and accountability in the age of distractionTod Frincke
The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
Marketing communications are a means for companies to establish dialogue and build relationships with consumers. However, as marketing communications have increased drastically, many people now find them to be invasive. While some see marketing communications negatively, they can also contribute to brand equity and sales through building brand image, creating brand memories, and generating positive feelings toward the brand when done creatively. One example is a Motorola campaign that allowed people to send photos to digital billboards as a creative way for people to say goodbye to loved ones.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
Advertising a drive for promoting brands and sales as wellHs Prince
Advertising is a key driver for promoting brands and increasing sales. A brand represents the sum of what consumers know, think, and feel about a product or service. Advertising helps build brand awareness, shape brand attitudes, and position brands in consumers' minds in a way that differentiates brands from competitors. Effective advertising emphasizes benefits that are important to consumers and positions the brand as uniquely able to deliver those benefits. Proper advertising planning involves setting objectives, determining budgets, creating persuasive messages, and selecting appropriate media to efficiently reach target audiences. The goal is to use advertising to nurture positive brand attitudes that create strong brand equity and drive consumer purchasing decisions.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
Door To Door Marketing PowerPoint Presentation SlidesSlideTeam
Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of fourtyseven slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
This document discusses how marketing must become more pervasive throughout companies in order to truly engage customers in today's environment. It argues that everyone in a company is now responsible for marketing, so companies need to establish accountability. The marketing organization needs to stimulate dialogue across the company to design, build, operate, and renew cutting-edge customer engagement approaches. Examples are provided of companies that have distributed marketing tasks, formed councils to coordinate activities, and partnered more closely with customers and vendors.
Direct selling can build trust, passion, and community around brands. To develop trust, direct sellers must deliver on promises and empower representatives to provide excellent customer service. Brands like Natura have seen success by developing a passionate culture around their mission and ensuring representatives believe in and enjoy promoting the brand. Direct selling also allows brands to become an active part of the communities they serve through personal relationships between representatives and customers.
f4mmedia provides marketing, branding, and content creation services to small businesses. They introduce the concept of responsive marketing, which adapts marketing campaigns based on changes in audience behavior and attention across different channels over time. Responsive marketing uses a variety of media and places appropriately created content in relevant channels to engage audiences with "conversational" marketing rather than one-size-fits-all campaigns.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
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!
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
The document discusses how brand point management can deliver compelling and consistent brand experiences through strategic, creative, and executional expertise at every touchpoint where consumers interact with a brand, whether at home, on the go, in stores, or on shelves. It outlines Schawk's capabilities across various practices to strategically plan brands, creatively bring them to life, and execute branding consistently worldwide through premedia services. Schawk aims to nurture brands from concept to market by maximizing opportunities for consumers to experience passion for the brand.
This paper outlines the need for coordinated message delivery between corporate and local marketers and covers the following topics: revisiting the Local Moment of Truth, sharing your brand with local marketers,applying the omni-channel concept to blended marketing and four steps for message coordination.
The Basics of Brand Management by Iftikhar Munir (Director at ZM TRADERS). Iftikhar Munir has over 15 years of experience of advertising, marketing and sales management at senior position.
The document discusses various strategies for advertising a brand, including establishing a physical presence, connecting intellectually with audiences, using social media effectively, and different types of online advertising like LinkedIn, Twitter, Facebook, and search engine marketing. It emphasizes the importance of understanding different advertising platforms and audiences in order to craft targeted, relevant messages that will attract customers without being intrusive spam. Costs of different advertising methods like cost-per-click and cost-per-thousand are also addressed.
The document outlines 10 key marketing trends for 2021: 1) Purpose-driven marketing will be important to align brand values with social causes, 2) Brands must find ways to reconnect with customers after the disruptions of 2020, 3) Loss aversion strategies need to be more sensitive given losses incurred in 2020, 4) Relatability through user-generated content can drive growth, 5) Social e-commerce is expanding with in-app shopping options, 6) Video and storytelling content will be highly engaging, 7) Brands should reduce costs by repurposing existing content across channels, 8) Virtual events and meetings will continue to be important, 9) Artificial intelligence will make marketing smarter and more personalized, and 10
This document discusses using semiotics and cultural context to develop meaningful brand identities and ensure consistent communication across channels. It makes the following key points:
1. Successful brands have a clear vision and identity represented by culturally relevant meanings that are consistently reinforced through all communications.
2. Brand meanings must be embedded in all messages and channels to provide a unified brand image conveying the key meanings.
3. Understanding brand meanings within their cultural and market contexts allows for consistent branding experiences and prevents image fragmentation across different channels over time.
New research proves consumers prefer brands that offer unique experiences. Many are even willing to pay more for unique brand experiences. Check out our global research on brand experience trends and learn how to apply these insights to your brand.
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
The document is a paper written by Brandon Harrigan about why he chose advertising and marketing as his area of study. He discusses how advertising allows for creativity and grasping viewers' attention. He believes his creativity will help him succeed in advertising. Marketing also interests him as it allows seeing how products are received. His internship at Camp Harmony gave him experience with marketing tools. He hopes to gain experience and get a job at a successful advertising firm after graduation.
Success in Digital Marketing: Dealing with root causes of failureMarc Minor
Lecture given to MBA students at UNC Chapel Hill in 2014. What does it mean to succeed in digital and how to avoid industry traps. Also, why does digital marketing fail even when we think it succeeds.
Generously invited by the wonderful Professor JoAnn Sciarrino - http://www.jomc.unc.edu/directory/faculty/joann-sciarrino
Relevance and accountability in the age of distractionTod Frincke
The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
Marketing communications are a means for companies to establish dialogue and build relationships with consumers. However, as marketing communications have increased drastically, many people now find them to be invasive. While some see marketing communications negatively, they can also contribute to brand equity and sales through building brand image, creating brand memories, and generating positive feelings toward the brand when done creatively. One example is a Motorola campaign that allowed people to send photos to digital billboards as a creative way for people to say goodbye to loved ones.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
Advertising a drive for promoting brands and sales as wellHs Prince
Advertising is a key driver for promoting brands and increasing sales. A brand represents the sum of what consumers know, think, and feel about a product or service. Advertising helps build brand awareness, shape brand attitudes, and position brands in consumers' minds in a way that differentiates brands from competitors. Effective advertising emphasizes benefits that are important to consumers and positions the brand as uniquely able to deliver those benefits. Proper advertising planning involves setting objectives, determining budgets, creating persuasive messages, and selecting appropriate media to efficiently reach target audiences. The goal is to use advertising to nurture positive brand attitudes that create strong brand equity and drive consumer purchasing decisions.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
Telling and selling are not the same - telling involves focusing on features and attributes while selling involves understanding customers' situations and desires. Effective marketing should be tailored for the target market based on useful insights discovered through empathizing with them. Brands now need to enhance their probability of being found online through search engine optimization, social media, and creating a brand image that is outstanding and relevant to the target market. Communications should tell an interesting consistent story across channels to appeal to customers' emotions.
Advertising plays a key role in influencing attitudes and behaviors in the tourism and leisure industry. There are several models used for advertising planning, including the sales response model, persuasion model, involvement model, and saliency model. Creating effective advertising requires solid research, clear goals and messaging, and targeting the right audience through appropriate media channels. Creativity and innovative ideas are also important, but must be grounded in research and strategy to truly impact consumer attitudes and drive business results.
Advertising Campaign Management Part 3Jennifer Sundstrom-F.docxSALU18
The document discusses parameters for effective advertising campaigns, including goals, media selection, slogans, consistency, duration, and the creative brief. It provides details on each parameter and explains that carefully planning these elements is important for successful campaigns. It also covers implications of advertising management globally and working with external agencies.
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
This document discusses the power of electronic word-of-mouth (e-WOM) on social media and how it has changed marketing. Social media have captured consumers' attention and traditional advertising messages may not be as effective. While advertising has high reach, e-WOM has more credibility since it comes from people consumers know. Both advertising and e-WOM are important for brands but must be used together and reinforce each other. Companies need to listen to social media, set goals for their presence, choose appropriate platforms to engage consumers, and measure the results of their social media marketing.
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsKakoli Laha
This document summarizes a study comparing the effectiveness of comedy advertisements versus emotional advertisements. The study aims to understand which type of advertisement better influences consumer loyalty and purchasing decisions. It reviews literature finding that comedy advertisements grab more attention by lowering defenses and creating positive feelings, while emotional advertisements forge stronger bonds by appealing to universal human emotions. The document also examines the hierarchy of effects model which outlines six stages consumers progress through from awareness to purchase - from cognitive understanding to affective liking to conative behavior change. The objective is to determine whether humor or emotional content more successfully moves consumers through these stages.
The document describes a one-day workshop hosted by The Brand Lodge that aims to enhance marketing skills. The workshop will (1) teach methods for deconstructing brands to develop strategic and creative solutions, (2) highlight how agencies can build credibility through engaging campaigns across channels, and (3) make strategists more creative and creatives more strategic to improve collaboration. Attendees will participate in exercises to practice the brand profiling process and develop an integrated campaign for a product category. The workshop is led by experts with experience in marketing and creative roles who developed a unique model for defining brand differentiation.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
This document provides an overview of demand generation strategies and tactics. It discusses the importance of understanding customers' motivations and buying behaviors. It also highlights key elements of an effective demand generation program, including behavioral targeting, content marketing, and aligning sales and marketing. The document uses case studies to illustrate how these strategies and tactics can be successfully applied.
The document discusses the challenges that marketing advisers face in managing brands, including achieving short and long-term results without affecting brand image, maintaining brand consistency, and standing out among thousands of competitors. It then provides an overview of new brand management techniques such as brand sense, emotional branding, employer branding, brand metrics, content marketing, and engagement programs to help address these challenges. The key points are maintaining brand clarity, consistency, and relevance over time through integrating all senses and emotional intelligence into the brand identity and positioning.
This document discusses key principles of effective advertising as outlined by Sir William Crawford. Crawford emphasized three main concepts for good advertising: concentration, domination, and repetition. Concentration refers to focusing advertising resources on a single strong selling point or targeted audience segment. Domination means using large or distinctive advertising placements to stand out among competitors. Repetition requires continuous advertising spending over time to effectively reach audiences. Research, testing, and measuring effectiveness are also discussed as important for guiding advertising strategy and ensuring messages motivate consumers as intended.
Advertising is defined as any paid nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising provides benefits such as being a cost-effective way to reach large audiences, building brand equity, and stimulating demand. Advertising theories include practice-based theories focusing on unique selling propositions and reason why approaches as well as information processing theories examining how consumers receive and process advertising messages. Media planning involves determining reach, frequency, weight, and effective reach to allocate advertising budgets across different media vehicles in order to achieve marketing objectives.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
The document discusses how marketers on different teams within a company often work independently instead of collaboratively. It recommends that marketers should have a shared objective of revenue generation and understand each team's role in moving customers through the buying cycle. Each team, including field marketing, product marketing, and corporate communications, has an important and distinct role to play if the focus is kept on understanding customer needs and pain points. By understanding these principles and having a consistent content generation process, marketer teams can work together effectively to create and distribute the right content assets to targeted micro-audiences.
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
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1. H O L I S T I C
M A R K E T I N G :
A
T O P - L I N E
P E R S P E C T I V E
by Michael Atwood
2. Holistic: adj. pertaining to holism: the view that an
organic or integrated whole has a reality independent of
and greater than the sum of its parts.
3. 01. I n t e g r a t e d m a r k e t i n g h a s c r e a t e d
n e w c h a l l e n g e s f o r t h e b r a n d m a n a g e r.
The paradigm of integrated marketing has quickly taken hold in the marketing world. Corporate
marketers and their agencies now generate and execute marketing plans that include a diverse array of
marketing media—print and broadcast advertising, direct response, interactive, public relations. With so
many media channels, many marketers have found it increasingly difficult to maintain tight controls over
their brands. They have discovered that it is no easy task to maintain brand consistency across all their
messaging venues: Are opt-in e-mails following the same brand guidelines as the print campaign? Are the
radio spots created by the regional office “on brand” – do they feature the correct messaging and new tagline
that corporate has developed? Has the revamped Web site faithfully adhered to the corporate identity?
Clearly, managing this process—and maintaining control of brand consistency—is far harder than it used
to be.
In the face of this challenge, marketers must ask themselves: What are we gaining by insisting on
ironclad consistency across all marketing channels? All too often, marketers do not give themselves an
opportunity to answer this question in a fair and thoughtful manner. Rather, they find themselves answering
that brand consistency must be maintained at all costs. A single message must be repeated again and again—
regardless of media, situation, audience, timing. In this manner, marketers attempt to control brands in a
fragmented, ever-changing marketplace. They seek static solutions that are frozen in time—repetitious
communications that do not reflect or adapt to the ebb and flow of market conditions, societal pressures or
customer preferences. More often than not, a brand has its day—and then, stuck in its mold, fades into the
category of “yesterday’s news.”
4. Still, in spite of this unenviable fate, many marketers insist on exerting tighter and tighter controls.
This is perfectly understandable, since virtually every marketing philosophy since “the dawn of advertising”
has made the sanctity of the brand its centerpiece. We have all been taught to stay within the boundaries of
predetermined branding parameters—at the risk of putting an “off brand” message into the marketplace,
confusing customers and prospects alike. And yet, if one approaches the brand with flexibility, does it
necessarily follow that chaos will soon ensue? By granting ourselves more room to maneuver—and making
allowances for the variegated media possibilities and audience fragmentation that now present themselves—
do we necessarily bring ruination onto the brand?
The answer is “of course not.” Rather, the very fact that we are asking such questions points to a
new development in the marketing world—namely, the advent of Holistic Marketing.
02. W h e n c o n s i s t e n c y m a r r i e s f l e x i b i l i t y,
t h e y h a v e b e a u t i f u l o f f s p r i n g .
It’s not that we’re positing that consistency is a bad thing. It’s the essential component of all brand-ing
initiatives. Rather, it’s when consistency is devoid of flexibility and creativity—when arid strictures are
automatically put in place—that trouble occurs. Or, to put it another way—when singularity of voice is not
matched by multiplicity of purpose and approach, it may fall flat.
For example, why do marketers assume that a static brand will always appeal to the target audi-ence
in the same way? Whether a company is advertising in the business-to-consumer markets or business-to-
business markets, the fact remains that its target’s moods, thoughts and desires are always changing.
5. The target does not go through life in the same frame of mind at all times—morning, noon and night.
Rather, we must aim at a moving target, whose buying preferences and decision-making processes vary over
time and space. The thought processes of one moment may give way to entirely different way of thinking a
moment later. Therefore, it may be necessary to create a campaign that has a consistent base—with core
graphics and positioning in place—but that varies and evolves by situation and media. Let’s take a B2B
campaign, for example, where we use television to create some sizzle and play off of a brand’s emotional
appeal. Let’s reach decision-makers when they’re at home, relaxing, and most prone to respond with their
gut to a quick, 30-second sales proposition. In contrast, in the same campaign, let’s use direct mail to deliver
a logical, step-by-step sales proposition that lays out a business case for a product or service—and appeals to
a decision-maker’s rational abilities. Let’s send this package to recipients when they’re at work—and most
likely to be in an analytical, business frame of mind (and let’s be clear on one point: all media are branding
touch-points, even direct media that have traditionally not been considered part of the branding arsenal).
Let’s use outdoor, too, to reach these very same decision-makers when they’re sitting impatiently in traffic—
making them all the more receptive to any business solution that will make their workdays easier, faster-moving,
and psychologically more agreeable. In these three instances—when watching television at home,
opening a direct mail package at work, and sitting in traffic at the end of the workday—the prospect is in a
different situation and different frame of mind. As such, rather than using a lock-step brand monotone to
approach the target in these variable situations—we would create a brand that was multi-faceted. This brand
would have the flexibility and malleability to achieve maximum marketing effectiveness with customers
and prospects whose lives and thought processes are constantly changing. Just as the targets’ lives are
never static, so too does the brand adapt to new situations and the transitory nature of what resides in
our consciousness.
However, having said this, we should hasten to point out that in creating a brand, it is still neces-sary
to adhere to standard branding conventions—with consistent use of the logo, layout grid, photographic
6. styles and messaging platform. All marketing materials must be instantly recognizable as emanating from
a single source. However, it is also necessary to exploit each media to its fullest and manipulate the brand
essence to deliver maximum impact. The result is a brand that is dynamic, adaptable and agile—a brand that
evolves with the market, makes opportunistic use of media opportunities, and keeps apace and outstrips the
competition. This type of marketing solution goes beyond the parameters of integrated marketing—and
instead, defines itself as Holistic Marketing.
03. I t ’ s O K t o b e d i f f e r e n t
t h i n g s t o d i f f e r e n t p e o p l e .
The brand police may not agree with the principles of Holistic Marketing. Still, it’s too easy
a solution to set up these champions of consistency-at-all-costs as straw dogs. We wouldn’t be the first to
quote from Emerson, who stated, “A foolish consistency is the hobgoblin of little minds…With consistency a
great soul has simply nothing to do.” Rather than dwelling on such sentiments, we would simply reiterate
that Holistic Marketing is a melding of consistency and flexibility. They are two sides to the same coin—
opposites that play off one another and create the dynamism that makes for a great branding effort. The fact
is, when opposing forces reside within the same corporate brand, it is not an anomaly—it is rather an in
herent complexity that gives the brand its multi-faceted appeal.
Let’s use an analogy: When an auto manufacturer is selling a particular type of automobile, they
are selling a consistent brand message to their chosen audience. Just as the cars are all manufactured to the
same specifications and to the same set of customer expectations, so too does the branding campaign convey
a primary sales message that extends across the entire line.
7. However, it’s also true that among the same make and model of car, there are different colors of paint that
are used on the cars’ exteriors. These colors assume different meanings—red may be seen as sporty and
adventurous, silver as proud and sleek, black as conservative and well-established. In this manner, the same
brand quite literally takes on different shades of meaning—and in the process, appeals to the widest possible
audience. The brand means different things to different people—not because brand standards or consistency
have been violated in any discernable way, but because the brand has been allowed to present itself in a mul-titude
of ways.
04. Yo u r b r a n d a m b a s s a d o r s
a r e e v e r y w h e r e .
Logos. Graphic standards. Content. All too often, we assume branding is the exclusive domain
of corporate marketing departments and their advertising agencies. Indeed, in the discussion that’s featured
in these pages, we have so far confined our exploration of branding to the marketing activities that are
traditionally associated with a brand-generation effort. However, we would be remiss if we did not point out
that the brand is not simply the creation or property of the marketing professionals who propagate it. On the
contrary—a customer’s most powerful impression of your brand may come from one of your customer
service representatives who interacts with the customer over the phone. If this representative is helpful and
courteous, your brand wins. But if this individual is rude, unhelpful or disinterested, your brand suffers.
The customer is turned off—and no amount of marketing, no matter how clever or targeted, will succeed in
winning him or her back. And yet, even with such stakes in every customer interaction, many organizations
still do not grasp that every employee is ultimately a brand ambassador.
8. Nevertheless, great strides are being made. More and more organizations are realizing that
branding in an all-inclusive, top-down phenomenon that starts in the boardroom with the CEO—and
extends down to the rank-and-file employees who are on the front-lines of customer interaction. If a
company claims to have fast service, then its management and employees need to understand how
important it is for them to pay off this claim. Each person in the decision-chain must respond quickly—
and turn on a dime to meet and satisfy customer requests in a timely manner. The brand image must be
borne out by the real-life situations in which the branded product or service comes in contact with the
target audience.
And yet, given the complexities of branding—especially in multiple media to fragmented,
ever-changing target audiences—how does a company disseminate its brand message within the organiza-tion?
How do we educate the brand ambassadors on the key marketing points and subtle nuances of what
they are selling or representing? Or, to take previously-used analogy one step further—how do your
employees know when to sell the red car instead of the black car? The answer is that you must make
branding an inside-out effort—one that starts within your organization as a clear definition of corporate
vision, mission and values—and then extends outward with a marketing message that captures the essence
of the corporate ethos. To succeed with such an effort, you need to not only devote time and resources to
building your “external” marketing machine (strengthening your marketing department and your relation-ship
with selected agencies)—you also need to impart your branding message in all of your “internal,”
employee-focused communications, such as recruiting efforts, new employee training, intra-company
communications, and rewards systems. Traditionally, the latter type of communications has not been han-dled
by marketing communications firms, but rather by internal human resources departments. However, it
is our position that such a model is outdated. Given the realities of Holistic Marketing, it is advisable and
necessary for the organization’s branding partners—whether they’re ad agencies, direct marketing firms,
public relations firms, whatever—to work in tandem with management to craft a strategic brand message
for external and internal distribution.