User:Jukeboksi/Blog/Marketing: Difference between revisions

From Wikistudy.ByJuho.fi
mNo edit summary
(+ definition w:visual brand language + 3 refs)
Line 1: Line 1:
== 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 )
'''[[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]] )
::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]] )
:::: 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.
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.
Wikipedia has an article on PBL – https://en.wikipedia.org/wiki/Problem-based_learning – it may be useful to someone.

Revision as of 08:30, 4 February 2015

Session 3 and 4 - Visual brand identity

  • 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 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. [1][2]
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.[3] ( Wikipedia )

Session 2 and 3 - Integrated marketing communications

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia )

The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[4] ( Wikipedia on history of IMC )
IMC makes use of 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 Multichannel marketing )

Session 1 and 2 – Storytelling and corporate communication

“Good stories get told over and over. Bad stories not so.”

~ jubo-jubo on 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.

Wikipedia has an article on PBL – https://en.wikipedia.org/wiki/Problem-based_learning – it may be useful to someone.

Part of the trigger for todays PBL session was this Google Corporation Advertisement video

Problem was to determine the dynamics at play when businesses do image building advertising as a marketing promotion. The opposite of image building advertising is naturally advertising that educates the potential customers of the service and offering provision levels on the market and the price levels on the market.

Learning objectives were to get acquinted with storytelling as a method to do brand promotion.

References

  1. Brunner, R.; Emery, S., Do you matter? How great design will make people love your company., (2009), Upper Saddle River: FT Press.
  2. Lockwood, T; Walton, T., Building Design Strategy, (2008), New York: Allworth Press.
  3. Aaker, D., Building Strong Brands, (1996), New York: The Free Press.
  4. "integrated marketing communications (IMC)". Business Dictionary Online. Retrieved 5 February 2014.