User:Jukeboksi/Blog/Marketing

Session 3 and 4 - Visual brand identity

Problem: How to create a visual brand identity?

Learning objectives:

1. ) What are the elements that create visual identity?
2. ) What is the process to create visual identity?
3. ) What are the challenges in creating and communicating visual brand identity
4. ) Good and bad examples of

Keywords: Cultural adaptation, mission, identity, trend, creativity, art, history, evolution

• 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.

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. ( Wikipedia )

• Since color is an important factor in the visual appearance of products as well as in brand recognition, color psychology has become important to marketing. ( Wikipedia on uses of color psychology in marketing )

• Color symbolism in art and anthropology refers to the use of color as a symbol in various cultures. ( Wikipedia )

Session 2 and 3 - Integrated marketing communications

Problem: ?

Learning objectives:

1. ) How to communicate w:value proposition through channels
2. ) How to integrate different chanels to send a coherent message?
3. ) Challenged in IMC
4. ) Good / bad examples of IMC

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. " ( 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.

• Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. ( Wikipedia )