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.
This document provides an introduction and overview of the concept of brand culture. It discusses how brands are increasingly expressing their cultural aspects to meet consumer needs for meaning and identity. Culture allows brands to construct a cultural environment and grasp existential issues beyond just products. The document also explores how content is a means for brands to illustrate their rich culture, but that the ultimate goal is developing a cultural strategy to provide deeper meaning. It provides context for how the concept of brand culture has emerged and its importance in helping brands maintain relevance in a globalized world where consumers desire uniqueness.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Winning in the Relationship Era - A New Model for Marketing SuccessEye For Pharma Events
The document discusses the evolution of marketing models from the Product Era to the Consumer Era. It argues that while tactics have modernized, the underlying model of persuading people to buy products remains unchanged. The Relationship Era proposes a new marketing model focused on building sustainable brand relationships through mutual understanding and benefit between brands and all stakeholders. The document invites readers to learn more about this approach and get involved in transforming the industry.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
#CorporatePurpose - this deck instigates you on the need for purpose craft for corporates.
In the post-digital world, the customer/consumer has better access to information about companies, brands, business practices and the world in general. The customer/consumer is also now armed with ability to publish and communicate her/his point of view, opinion, gripe or disdain easily and reach 0000’s of people.
People now also associate a daughter brand’s behaviour with the corporate mother brand and vice versa. In the post digital world, the rub-off is more palpable and far more visible, increasing the strategic need for better orchestration between both.
Hence governmental organizations, institutional investors, partners/vendors, private investors and citizens (customers/consumers/current & prospective employees) are more affected by a corporate brand’s social standing and reputation.
A millennial heavy society is also more purposive demanding better transparency, accountability, social & environmental responsibility from corporates.
Look at Uber, lack of a purpose is practically driving it out of business. United Kingdom has primarily cancelled its license because Uber was never purposive and responsible. Its lack of purpose has made Uber hide the data leaks in the USA and hence led o governmental, institutional and public distrust. Lyft is benefiting from all of this. Lack of Purpose is making people leave Uber and acting as a barrier to attracting new talent.
Corporate Purpose is not about differentiation from competition, but it is about making a difference to people’s lives. The government stipulated mandatory CSR can be subsumed under the corporate purpose and earn the corporate great social capital.
But in today's age having a separate CSR initiative is not enough, a purposive corporate brand actually helps a corporate run its business profitable while being socially responsible.
Corporate purpose sets a consumer/customer / society / people centric, mutually profitable goal for the organization, it helps create a purposive and positive internal culture and endows all its daughter brands with great social love.
While every daughter brand is busy pursuing its business, a strong purposive corporate brand can actually endow these daughter brands with an aura of phenomenal good will.
Purpose can help a Corporate initiate a highly successful IPO, for subscribers to an IPO look for profitability first, but todays intelligent investor knows that only a purposive brand can create sustainable profitability.
The target audience which we need to influence for an IPO are the government, institutional bodies, institutional, private and citizen investors, employee investors etc.;. well all of them are primarily people and people are not just rational creatures, emotions drive investments too. Hence a purposive corporate brand is much more assured of not just a successful IPO, but also of long term profitability.
For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Interbrand, the world’s leading brand consultancy, publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. This year, the total value of all 100 Best Global Brands is USD $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.
In addition to identifying the top 100 most valuable global brands, this year’s Best Global Brands report also examines the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
Trendwatching.com is an independent consumer trends firm that relies on a global network of spotters to deliver business inspiration and insights. It publishes free monthly trend briefings on its website, www.trendwatching.com, including discussions of recent innovations from around the world in response to changing consumer demands and economic conditions. The briefing provided discusses over 50 examples of recent innovations across various industries.
This document provides an introduction and overview of the concept of brand culture. It discusses how brands are increasingly expressing their cultural aspects to meet consumer needs for meaning and identity. Culture allows brands to construct a cultural environment and grasp existential issues beyond just products. The document also explores how content is a means for brands to illustrate their rich culture, but that the ultimate goal is developing a cultural strategy to provide deeper meaning. It provides context for how the concept of brand culture has emerged and its importance in helping brands maintain relevance in a globalized world where consumers desire uniqueness.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Winning in the Relationship Era - A New Model for Marketing SuccessEye For Pharma Events
The document discusses the evolution of marketing models from the Product Era to the Consumer Era. It argues that while tactics have modernized, the underlying model of persuading people to buy products remains unchanged. The Relationship Era proposes a new marketing model focused on building sustainable brand relationships through mutual understanding and benefit between brands and all stakeholders. The document invites readers to learn more about this approach and get involved in transforming the industry.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
#CorporatePurpose - this deck instigates you on the need for purpose craft for corporates.
In the post-digital world, the customer/consumer has better access to information about companies, brands, business practices and the world in general. The customer/consumer is also now armed with ability to publish and communicate her/his point of view, opinion, gripe or disdain easily and reach 0000’s of people.
People now also associate a daughter brand’s behaviour with the corporate mother brand and vice versa. In the post digital world, the rub-off is more palpable and far more visible, increasing the strategic need for better orchestration between both.
Hence governmental organizations, institutional investors, partners/vendors, private investors and citizens (customers/consumers/current & prospective employees) are more affected by a corporate brand’s social standing and reputation.
A millennial heavy society is also more purposive demanding better transparency, accountability, social & environmental responsibility from corporates.
Look at Uber, lack of a purpose is practically driving it out of business. United Kingdom has primarily cancelled its license because Uber was never purposive and responsible. Its lack of purpose has made Uber hide the data leaks in the USA and hence led o governmental, institutional and public distrust. Lyft is benefiting from all of this. Lack of Purpose is making people leave Uber and acting as a barrier to attracting new talent.
Corporate Purpose is not about differentiation from competition, but it is about making a difference to people’s lives. The government stipulated mandatory CSR can be subsumed under the corporate purpose and earn the corporate great social capital.
But in today's age having a separate CSR initiative is not enough, a purposive corporate brand actually helps a corporate run its business profitable while being socially responsible.
Corporate purpose sets a consumer/customer / society / people centric, mutually profitable goal for the organization, it helps create a purposive and positive internal culture and endows all its daughter brands with great social love.
While every daughter brand is busy pursuing its business, a strong purposive corporate brand can actually endow these daughter brands with an aura of phenomenal good will.
Purpose can help a Corporate initiate a highly successful IPO, for subscribers to an IPO look for profitability first, but todays intelligent investor knows that only a purposive brand can create sustainable profitability.
The target audience which we need to influence for an IPO are the government, institutional bodies, institutional, private and citizen investors, employee investors etc.;. well all of them are primarily people and people are not just rational creatures, emotions drive investments too. Hence a purposive corporate brand is much more assured of not just a successful IPO, but also of long term profitability.
For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Interbrand, the world’s leading brand consultancy, publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. This year, the total value of all 100 Best Global Brands is USD $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.
In addition to identifying the top 100 most valuable global brands, this year’s Best Global Brands report also examines the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
Trendwatching.com is an independent consumer trends firm that relies on a global network of spotters to deliver business inspiration and insights. It publishes free monthly trend briefings on its website, www.trendwatching.com, including discussions of recent innovations from around the world in response to changing consumer demands and economic conditions. The briefing provided discusses over 50 examples of recent innovations across various industries.
The document discusses how advertising budgets are essentially a "tax" companies pay for lacking innovative products and ideas. It argues that truly innovative products that meet significant needs in novel ways often spread virally without much marketing because people enjoy sharing great innovations. However, companies with undifferentiated offerings must spend heavily on advertising to get noticed. The authors believe many firms could instead put a fraction of their ad budgets toward creating meaningful innovations that would eliminate the need for much advertising spending. They suggest saving ad money if a company has nothing innovative to offer.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
Small brands should understand branding to strengthen their credibility and better understand larger brands' strengths and weaknesses. While large global brands spend heavily on advertising, branding is about the total customer experience, not just media. Small brands can compete by creating a compelling, consistent customer experience through personal service and flexibility that satisfies customer needs in a unique way, focusing on building their brand without worrying that branding requires large advertising budgets.
WNS provides social media customer service solutions to help companies address customer queries and complaints on social media platforms. The document discusses how customer service has evolved from primarily phone calls and letters to include various online channels like email, chat, and social media. It notes that many customers now first access companies through their websites or social media instead of calling. The document then provides recommendations for how companies can begin using social media for customer service, including monitoring conversations to understand customer needs, setting up social media customer service workflows, and continuously improving the process over time based on analytics.
The document summarizes key insights from the 2010 Social Commerce Summit. It discusses how social media is shifting control to users and how they experience brands. It outlines five phases of social commerce evolution from experimentation to connecting across channels. It provides advice from speakers on how to facilitate conversations to improve products, leverage influencers, and keep product creators close to users. It also discusses how Millennials and mobile are changing shopping and the importance of experimentation and measuring ROI in social commerce.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
This document discusses the evolving nature of brand leadership. Some of the key points made include:
- Leadership roles are converging as purchasing shifts online and brand-consumer interactions become more relationship-based. Emotional intelligence and consumer insights are now as important as financial metrics.
- To be an effective leader, brands must imagine an inspiring vision of the future, join consumer conversations on social media rather than avoid them, continuously innovate including disrupting themselves, lead through innovative design, invest in developing talent, leverage big data and social media insights, and co-create with consumers rather than just dominate.
- Effective leadership in the modern, globalized business landscape requires new skills like collaborative leadership as work becomes
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
Trends Influencing Traditional Approaches to MarketingInitiative
It's chaotic out there. Slow down and breathe.
It's time to rethink traditional approaches to marketing.
Our inaugural issue provides a brief overview of some of the different trends that are influencing how marketers connect with their audience.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Developing and strengthening a brand has always involved controlling the conversation surrounding it. However, with the rise of social media, conversation is no longer controlled and takes place between many audiences. Brands must now embrace conversation and participate in discussions on customers' terms in order to connect with audiences and address any issues. Companies that ignore social media risk losing customers and employees, so brands should start by listening to conversations, then gradually engage through blogs, social networks and other online communities.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
On David Ogilvy, Football, and the Real Meaning of CreativeMichael Moeder
The document discusses David Ogilvy, the "Father of Modern Advertising," and his two fundamental laws of advertising - that the message must come from the consumer perspective and that if an ad does not sell, it is not creative. It argues that most Super Bowl ads, which cost millions, fail by these standards as 80% do not increase sales or interest. In contrast, advertising on public radio has higher rates of positive impact and loyalty from listeners due to the credibility and quality environment of public radio.
This document discusses common mistakes made by product marketers when launching new products. It outlines four key mistakes:
1) Going after the wrong "low hanging fruit" markets that are not profitable long-term rather than focusing on core strategic markets.
2) Using vague marketing language ("blah blah") that does not clearly communicate the product's benefits rather than simple, meaningful descriptions like Apple's "1000 songs in your pocket."
3) Only defining target markets but not creating detailed personas of intended users to better understand their needs and pains.
4) Focusing marketing on the product's features rather than the benefits and outcomes those features enable for the user. The document advises selling the benefit to the user
This document outlines nine principles of branding according to the author. It begins with an introduction to branding and discusses how branding creates a perception of a product/service in the consumer's mind.
The document then details each of the nine branding principles:
1) Keep messages simple with one main idea
2) Build brands through mass-produced word-of-mouth (PR) rather than just advertising
3) Focused brands are more powerful than brands with many diffuse messages
4) Differentiation from competitors is key
5) First brands in a new category have advantages
6) Avoid sub-brands whenever possible
7) Perception of quality is more important than actual quality
8) Be consistent and
ABG Shipyard reported higher than expected quarterly revenue in Q3FY12, though net profit was slightly lower than estimates. The company's core operational performance is improving, with core EBITDA margin excluding subsidy increasing 430 bps over the past year. Order book quality is also improving, with recent orders from marquee Indian clients providing strong revenue visibility going forward. The analyst maintains a HOLD rating while lowering the target price to Rs. 427 based on an FY13 book value of 1.3x, considering margin improvements and better order book quality.
The document profiles artist Jen Pepper and her work. It includes details about her sculptures and installations created using materials like stainless steel, rubber, and aluminum. Biographical information is provided, outlining her education and experience exhibiting nationally and internationally. Pepper is currently an associate professor at Cazenovia College in New York.
Mainstream Green The 9 Rules By North 1231227359000658 1gueste76bac7
This document outlines 9 rules for popularizing purposeful products with mainstream consumers. It discusses how purpose-driven consumers have grown to a $228.9 billion market but challenges remain in appealing to all consumers. Specifically, it addresses the need to make environmental benefits more tangible and relatable to consumers who cannot see or feel impacts. It also cautions against "greenwashing" and advocates for transparency about corporate sustainability practices to build trust. Overall, the document argues that popularizing purpose will require communicating benefits in a way that prioritizes consumer convenience over ideological purity.
The document discusses how advertising budgets are essentially a "tax" companies pay for lacking innovative products and ideas. It argues that truly innovative products that meet significant needs in novel ways often spread virally without much marketing because people enjoy sharing great innovations. However, companies with undifferentiated offerings must spend heavily on advertising to get noticed. The authors believe many firms could instead put a fraction of their ad budgets toward creating meaningful innovations that would eliminate the need for much advertising spending. They suggest saving ad money if a company has nothing innovative to offer.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
Small brands should understand branding to strengthen their credibility and better understand larger brands' strengths and weaknesses. While large global brands spend heavily on advertising, branding is about the total customer experience, not just media. Small brands can compete by creating a compelling, consistent customer experience through personal service and flexibility that satisfies customer needs in a unique way, focusing on building their brand without worrying that branding requires large advertising budgets.
WNS provides social media customer service solutions to help companies address customer queries and complaints on social media platforms. The document discusses how customer service has evolved from primarily phone calls and letters to include various online channels like email, chat, and social media. It notes that many customers now first access companies through their websites or social media instead of calling. The document then provides recommendations for how companies can begin using social media for customer service, including monitoring conversations to understand customer needs, setting up social media customer service workflows, and continuously improving the process over time based on analytics.
The document summarizes key insights from the 2010 Social Commerce Summit. It discusses how social media is shifting control to users and how they experience brands. It outlines five phases of social commerce evolution from experimentation to connecting across channels. It provides advice from speakers on how to facilitate conversations to improve products, leverage influencers, and keep product creators close to users. It also discusses how Millennials and mobile are changing shopping and the importance of experimentation and measuring ROI in social commerce.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
This document discusses the evolving nature of brand leadership. Some of the key points made include:
- Leadership roles are converging as purchasing shifts online and brand-consumer interactions become more relationship-based. Emotional intelligence and consumer insights are now as important as financial metrics.
- To be an effective leader, brands must imagine an inspiring vision of the future, join consumer conversations on social media rather than avoid them, continuously innovate including disrupting themselves, lead through innovative design, invest in developing talent, leverage big data and social media insights, and co-create with consumers rather than just dominate.
- Effective leadership in the modern, globalized business landscape requires new skills like collaborative leadership as work becomes
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
Trends Influencing Traditional Approaches to MarketingInitiative
It's chaotic out there. Slow down and breathe.
It's time to rethink traditional approaches to marketing.
Our inaugural issue provides a brief overview of some of the different trends that are influencing how marketers connect with their audience.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Developing and strengthening a brand has always involved controlling the conversation surrounding it. However, with the rise of social media, conversation is no longer controlled and takes place between many audiences. Brands must now embrace conversation and participate in discussions on customers' terms in order to connect with audiences and address any issues. Companies that ignore social media risk losing customers and employees, so brands should start by listening to conversations, then gradually engage through blogs, social networks and other online communities.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
On David Ogilvy, Football, and the Real Meaning of CreativeMichael Moeder
The document discusses David Ogilvy, the "Father of Modern Advertising," and his two fundamental laws of advertising - that the message must come from the consumer perspective and that if an ad does not sell, it is not creative. It argues that most Super Bowl ads, which cost millions, fail by these standards as 80% do not increase sales or interest. In contrast, advertising on public radio has higher rates of positive impact and loyalty from listeners due to the credibility and quality environment of public radio.
This document discusses common mistakes made by product marketers when launching new products. It outlines four key mistakes:
1) Going after the wrong "low hanging fruit" markets that are not profitable long-term rather than focusing on core strategic markets.
2) Using vague marketing language ("blah blah") that does not clearly communicate the product's benefits rather than simple, meaningful descriptions like Apple's "1000 songs in your pocket."
3) Only defining target markets but not creating detailed personas of intended users to better understand their needs and pains.
4) Focusing marketing on the product's features rather than the benefits and outcomes those features enable for the user. The document advises selling the benefit to the user
This document outlines nine principles of branding according to the author. It begins with an introduction to branding and discusses how branding creates a perception of a product/service in the consumer's mind.
The document then details each of the nine branding principles:
1) Keep messages simple with one main idea
2) Build brands through mass-produced word-of-mouth (PR) rather than just advertising
3) Focused brands are more powerful than brands with many diffuse messages
4) Differentiation from competitors is key
5) First brands in a new category have advantages
6) Avoid sub-brands whenever possible
7) Perception of quality is more important than actual quality
8) Be consistent and
ABG Shipyard reported higher than expected quarterly revenue in Q3FY12, though net profit was slightly lower than estimates. The company's core operational performance is improving, with core EBITDA margin excluding subsidy increasing 430 bps over the past year. Order book quality is also improving, with recent orders from marquee Indian clients providing strong revenue visibility going forward. The analyst maintains a HOLD rating while lowering the target price to Rs. 427 based on an FY13 book value of 1.3x, considering margin improvements and better order book quality.
The document profiles artist Jen Pepper and her work. It includes details about her sculptures and installations created using materials like stainless steel, rubber, and aluminum. Biographical information is provided, outlining her education and experience exhibiting nationally and internationally. Pepper is currently an associate professor at Cazenovia College in New York.
Mainstream Green The 9 Rules By North 1231227359000658 1gueste76bac7
This document outlines 9 rules for popularizing purposeful products with mainstream consumers. It discusses how purpose-driven consumers have grown to a $228.9 billion market but challenges remain in appealing to all consumers. Specifically, it addresses the need to make environmental benefits more tangible and relatable to consumers who cannot see or feel impacts. It also cautions against "greenwashing" and advocates for transparency about corporate sustainability practices to build trust. Overall, the document argues that popularizing purpose will require communicating benefits in a way that prioritizes consumer convenience over ideological purity.
This summary provides an overview of the document in 3 sentences:
The document discusses the mechanics of how flakes form during stone tool making and use. It proposes a model for flake formation that accounts for much of the variation in flake morphology. The authors describe different types of flakes that can form through various initiation, propagation, and termination processes, and introduce terminology to characterize the mechanics of flaking.
This document summarizes a presentation on qualified retirement plans for advisors. It covers trends affecting the retirement plan market like changes in demographics and regulations. It also discusses tools like contribution and deduction limits for 2015. Potential traps for plans are reviewed, such as asset protection issues and delinquent form filings. Tips provided include how to define compensation for plan purposes and timing of contribution deadlines. The presentation aims to help advisors better understand retirement plans to add value for clients and grow their practices.
The document provides an overview of database concepts and features in Oracle, including fundamentals like data grouping and relationships, as well as operations on tables like insert, update, delete. It also covers queries with filters, joins, and aggregations, as well as other objects like views, sequences, indexes, triggers, and stored procedures. The document is intended as training material for the Oracle database.
The document discusses trends in how consumers engage with brands across real and virtual worlds. It provides examples of how brands can (1) get consumers more involved in products through collaboration platforms and personalization, (2) offer useful content and services, and (3) have a multi-platform media strategy across social media, websites, mobile apps, and events to better integrate into consumers' lives. The key recommendation is for brands to allow consumers to become part of the brand through contact, content, and an integrated media strategy across real and virtual worlds.
This document discusses how content marketing is refining the digital landscape and allowing brands to stay ahead of competition. It provides several examples of brands that have successfully implemented content marketing strategies focused on storytelling, addressing customer needs, and inspiring consumers with their philosophy and social causes. Whole Foods, GE, Dove, and Coca-Cola are highlighted for how they leverage content marketing to build their brands in a way that goes beyond simply promoting products. The conclusion emphasizes that effective content marketing now requires rethinking a company's entire communication strategy and involving all branches to bring out creative ideas that can be embedded in people's everyday lives and culture.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
1) Over the past 10 years, the document discusses lessons learned about understanding and engaging prosumers, who are influential early technology adopters that can help predict future market trends.
2) It emphasizes the importance of constant innovation, collaboration, and pushing brands forward in new ways to engage consumers and retain market share in a changing environment.
3) One lesson is that the best ideas are those that can be widely and rapidly shared, so marketers must be willing to cede some control and collaborate with partners.
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
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 the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
Creating meaning in the way we satisfy consumer needs and engage with themDrthomasbrand Limited
This document discusses the changing landscape for brands, with an informed and engaged consumer who is difficult to reach through traditional media. It emphasizes that brands must offer real consumer value and differentiation through deep consumer insights and engagement. Brands will need to move from product categories to concepts that span categories and are defined by their meaning to consumers. Authenticity, quality, and delivering on brand promises through all consumer touchpoints will be important in this new era that values substance over puffery in branding and marketing.
Sharing Surplus: The Brand is a Social AnimalUwe Lucas
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long...
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
Driving better ROI through Social Media-All about the ApproachBrandlogist
The article provides 8 tips for driving better ROI from social media marketing, including focusing on relevant target audiences rather than just numbers of followers, emphasizing tone of voice over share of voice, using social media to drive marketing campaigns, starting by listening to existing conversations, sharing and facilitating discussions, and choosing the right metrics like relevant engagement rather than just numbers. The author advocates treating social media as a way to build dialogue around your brand rather than just another marketing checkbox.
Several documents were summarized that discussed brand integrations and events at SXSW 2013. Polk Audio showcased their headphones by having music acts perform in their booth. Whole Foods CEO John Mackey spoke about conscious capitalism. Post-it promoted their new large notepad by having attendees create ideas on them. Oreo sponsored various aspects of the event to promote their "you can still dunk in the dark" tweet. Elon Musk showed a video of SpaceX successfully landing a reusable rocket. The summaries focused on the key insights around how these companies engaged attendees and promoted their brands.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
Brand communications in a crisis: a framework for Covid-19Amy Brown
Many brands are turning off the lights or choosing to say not much at all; don't go that route. Here is a simple set of rules, framework and examples to follow, along with a collection of resources. Created by Phoenix Brand Strategy, March 2020.
The document summarizes key trends in social commerce from the 2010 Social Commerce Summit. It discusses how:
1) Most social commerce begins with brands experimenting in their social media strategies to engage customers and gather feedback.
2) Customers are closer than ever to producers and expect transparency in brand communications and product development.
3) While ROI varies, social media engagement must be consistently measured to improve strategies over time.
4) Successful brands make the most of unique influencers and customer conversations to improve products, services, and sales.
The document discusses branding and provides examples of small businesses with effective branding strategies. It begins by defining branding and its key components such as logo, colors, fonts, marketing collateral, slogans, and core values. It then profiles several small businesses that have created strong brands through strategies like using social media effectively, leveraging crowdfunding platforms, gaining celebrity endorsements organically, and addressing important social issues.
This document outlines nine principles of branding:
1. Keep messages simple with one main idea to cut through marketing clutter.
2. Mass-produced word-of-mouth (PR) is more effective than advertising alone at building brands. Companies like Amazon succeeded through media coverage, not just ads.
3. Focused brands with a clear niche are more powerful than brands that try to be everything to everyone.
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingEuroRSCGMoscow
The document discusses creative business ideas (CBIs) and their importance. It provides definitions of a CBI, noting that they are transformational, change business strategy, and drive profitable growth. CBIs have become central to the identity and success of Euro RSCG since 2000. The rest of the document outlines lessons learned from 10 years of CBIs, including finding prosumers to identify future trends, creating buzz around ideas to drive engagement, collaborating widely to deliver more, making ideas meaningful to consumers, constantly innovating to maintain momentum, thinking beyond traditional categories, overcoming limitations through creativity, embracing social media, and being first to market with new concepts.
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