tiistai 27. helmikuuta 2018

PBL 5


Integrated Marketing Communication (IMC)







The American Marketing Association (AMA) defines integrated marketing communications (IMC) as the "planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time." 



Simply, IMC attempts to unify all pieces of marketing communications, including, advertising, public relations, direct marketing, social media and sales promotion. It is designed to create messaging that is consistent across all channels. 

Why IMC? 

IMC focuses on the customer. It is both efficient and cost-effective for brands and organizations. The IMC approach leverages all marketing and communications pieces, and harnesses the power each provides to ensure brands’ customers receive consistent, relevant and powerful messages.



http://www.stephenzoeller.com/integrated-marketing-communications/



A quality strategy making use of the right technology, tools, and resources is the key component to achieving your goals.













As previously stated, integrating your brand’s marketing communications can be beneficial. This communication strategy continues to increase its value as time goes on. In the past, many companies didn’t feel the need to link all of their forms of communication into an integrated marketing strategy. However, because there is so much media clutter in the present day, it’s more important than ever to include integrated marketing communication into your brand’s marketing strategy. This is not limited to online media. Any marketing tool from your brand’s logo, to your social media pages, as well as press releases your company publishes need to be integrated to form one cohesive brand image.












PBL 4


Trigger 4

Posti is in big trouble. People are frustrated with the fading service and ever-increasing prices. Especially on the Internet people are getting pretty mean towards Posti. Trolls are having a field day with memes and Posti is fast becoming a laughing stock.
   
You have been hired by Posti as an independent Brand Advisor to help them with their failing social media presence. No easy task, I can ensure you. You start by logging into Facebook to review Posti’s last ten posts.

https://www.facebook.com/Posti/

How to communicate the brand through storytelling and social media?
1    What is a brand story and what makes a good brand story?
2    What is storytelling and how does it affect people?
3    What is the role of community management in brand building and how to engage customers?
4    Analyse or design a brand story for a chosen company.
5    How could the chosen company build the brand in social media?




1 What is a brand story?

“A brand story is more than a narrative. The story goes beyond the copy on your website, the text in a brochure, or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you.






Kissmetrics Blog

1 What makes a god brand story?

·         The Power of Stories to Create Trust

·         The story should be simple

·         The story shapes your reason for existence

·         The story must connect with your customers

·         Customers should buy a part of the story, not just a product

·         Get other people to tell your story






2 What is storytelling and how does it affect people?



In fact it’s estimated that as much as 65 per cent of all human interactions take the form of social storytelling (i.e. gossip). And where there are stories, there is greater potential for empathy and discovery. As Rutledge puts it: “When you listen to stories and understand them, you experience the exact same brain pattern as the person telling the story.”





Videos (Powerful storytelling)



Adidas









3 What is the role of community management in brand building and how to engage customers?

  • Gather support of fans and customers
  • Provide support
  • Increase awareness of new and existing products
  • Source valuable information about your target customer
  • Gather feedback on new ideas or existing products

4 Analyse or design a brand story for a chosen company.



5 How could the chosen company build the brand in social media?

·         Blogs

·         Bloggers


PBL 3


1    Compare the brand strategies and architectures of different companies. How and why are they different? 


Volvo- Safety,



Carlsberg- friends, “Carlsberg is to overhaul its marketing strategy, in a bid to emphasise its heritage and add a greater sense of "essence" to the brand to appeal to a new generation of drinkers.”




 Koskenkorva- “Craft and provenance are strong, growing trends among spirits consumers in the US market. The pure, genuine and delicious Koskenkorva Vodka meets this trend perfectly. We are excited to complement our distinctive spirits portfolio with this ‘vodka from a village’”, says Steven Brecher, President at Infinium Spirits.

 Superbowl-


Jonny walker- Rich Blend of Design and Progress

2    What brand architecture models do companies you know use?


3    Which brand architectures are good for different products and services?

4    Analyse
the brand strategy and architecture of a chosen company. VOLVO
PBL 2


1 What is the brand identity vs brand image?

All the components related to a product, service, company, or person is “brand identity.” Some of these items are the name, logo, tonetagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image.

Brand identity is the message the consumer receives from the product, person, or thing. The brand identity will connect product recognition. 


2 Compare different brand identity models.







3 How is the visual identity based on the brand identity?


4 Analyze the brand identity of a chosen company with a suitable model.

Tui.fi

5 Analyze (or design) the visual identity of a chosen company.

Tv, radio, ads social media



tiistai 23. tammikuuta 2018

Brand Manager PBL1

How to understand brand management and the roles of the brand manager, the employees and external consultants?


1      What is the brand management?

·         The process of maintaining, improving, and upholding a brand so that the name is associated with positive results.
·         Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition.
·         Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers.
·         Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. Loreal, Fazer, Nivea


2      What are the brand management’s tasks and responsibilities?

·         have an instinctive feeling about future product concepts

·         have good analytical skills

·         be a good listener, able to respond to results and customer research

·         be an excellent communicator, both verbally and in writing

·         be enthusiastic about their product area.

·         Also act if he is the owner of the company


3  What are the steps in the brand definition process?
·         Determine your brand’s target audience.

·         Define a branding mission statement.

·         Research brands within your industry niche.

·         Outline the key qualities & benefits your brand offers.

·         Create a great brand logo & tagline.

·         Form your brand’s business voice.

·         Build a brand message and elevator pitch.

·         Let your brand personality shine.

·         Integrate your brand into every aspect of your business.

·         Stay true to your brand.

·         Be your brand’s biggest advocate.


4 How does the brand manager work in cooperation with the company management, the employees and external consultants? (What are their roles?)

 Work with the central Marketing teams on all charters of current and future projects. Sharing knowledge and supporting and leading teams.
 
5 Analyze the brand management of Coca-Cola company. (as in the Trigger’s job         description

 Brand management is very strict in Coca-Cola company. Being the biggest beverage company in the world they need to be up in their game.

·         Passionate expression of the brand
·         Sharing the vison
·         Achieving goal no matter what barriers are ahead
·         Risktaking


Link to lactive coca-cola

http://www.thisisinsider.com/laxative-coca-cola-japan-health-2018-1

Reference: