User:Jukeboksi/Blog/Marketing: Difference between revisions

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+ definition w:visual brand language + 3 refs

Jukeboksi

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-== Session 3 - Integrated marketing communications ==
+== Session 3 and 4 - Visual brand identity ==
+* '''[[w:Visual brand language|Visual brand language]]''' is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. This "alphabet", properly designed, results in an emotional connection between the [[w:brand|brand]] and the consumer.
+:: Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. <ref>Brunner, R.; Emery, S., ''Do you matter? How great design will make people love your company''., (2009), Upper Saddle River: FT Press.</ref><ref>Lockwood, T; Walton, T., ''Building Design Strategy'', (2008), New York: Allworth Press.</ref>
+:::: Successful Visual Brand Language creates a memorable experience for the consumer, encouraging repeat business and boosting the company's economic health.  It is a long-term creative solution that can be leveraged by an executive team to showcase their brand's unique personality.<ref>Aaker, D., ''Building Strong Brands'', (1996), New York: The Free Press.</ref> ( Wikipedia )
+== Session 2 and 3 - Integrated marketing communications ==
 '''[[w:Integrated Marketing Communication|Integrated Marketing Communication]] (IMC)''' is the application of consistent [[w:brand|brand]] messaging across both traditional and non-traditional [[w:marketing channel|marketing channel]]s and using different [[w:promotional|promotional]] methods to reinforce each other. ( Wikipedia )
 ::The first definition for integrated marketing communication came from the [[w:American Association of Advertising Agencies|American Association of Advertising Agencies]] (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a [[w:marketing|marketing]] campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "<ref>{{cite web|url= http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html |title=integrated marketing communications (IMC) |publisher=Business Dictionary Online |accessdate=5 February 2014}}</ref> ( Wikipedia on [[w:Integrated marketing communications#History|history of IMC]] )
 :::: IMC makes use of '''[[w:Multichannel marketing|Multichannel marketing]]''' is the ability to interact with potential customers on various platforms. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. ( Wikipedia on [[w:Multichannel marketing|Multichannel marketing]] )
-== Session 2 - Storytelling and corporate communication ==
+== Session 1 and 2 – Storytelling and corporate communication ==
-Long story short: Good stories get told over and over. Bad stories not so.
+{{Q|Good stories get told over and over. Bad stories not so.|jubo-jubo|storytelling}}
 To stay true to truth in marketing communications is essential for long term positive brand image building. If a corporation is spreading dis- or misinformation about its products it will into muck in no-time.
-== Session 1 – Storytelling and corporate communication ==
 Wikipedia has an article on PBL – https://en.wikipedia.org/wiki/Problem-based_learning – it may be useful to someone.