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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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A Memetic Approach To Branding

A Memetic Approach To Branding | Beyond Marketing | Scoop.it
The theory of brands acting as memes gained attention during the first decade of the new millennium following the rise of viral marketing.
Denis Failly's insight:

To learn more about Memetic you can check my interview of Susan Blackmore (author of the book : The Meme Machine) :

http://bit.ly/YQt90B

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gazzetta's comment, May 14, 2013 1:34 PM
http://sco.lt/94Krg1
Michelle Coy's curator insight, November 6, 2014 3:47 PM

For memes to work, they must be visually appealing and concise. People are familiar with the word meme, but not how they function.

Janelle Alves's comment, January 14, 11:27 PM
You're absolutely right Michelle, that's a great point.
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Branding Strategy Insider | Making And Keeping Brand Promises

Branding Strategy Insider | Making And Keeping Brand Promises | Beyond Marketing | Scoop.it
Brands must only make promises they can keep.
Denis Failly's insight:

"the most important part of a brand’s promise is not the making of the promise, but rather the keeping of the promise"

 

"the brand’s promise must be crafted at the most senior level of its organization. Delivering on the promise requires alignment with the organization’s mission, vision and business plans. It will affect the allocation of resources including capital expenditures."

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How to Communicate Your Core Difference

How to Communicate Your Core Difference | Beyond Marketing | Scoop.it
Every effective marketing strategy lives and dies by the ability to capture and communicate the strategies core point of differentiation in a simple, yet compelling, manner.
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Why You Need to Build a Connected Brand in Real Time

Why You Need to Build a Connected Brand in Real Time | Beyond Marketing | Scoop.it
Building a digital brand has never been so easy or difficult.
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The diffusion of brand, ownership, and experience

The diffusion of brand, ownership, and experience | Beyond Marketing | Scoop.it

Products were once contained by physical ownership and access. To experience a product, you had to buy it or try it. Brands extended beyond the idea of physical products into other types of consumer exposure to companies. Non-customers have always had access to brands outside of the ownership capacity, through advertising, word of mouth, and any other manifestation of a company that didn’t require ownership of their product. But this brand experience lacked depth—you may have seen an ad for something, but without having consumed it as a product, it would be hard to argue that you really experienced it in any meaningful way.

Denis Failly's insight:

"Physical ownership no longer has a monopoly on meaningful experience. It’s an extension of that experience, the highest and best version of a brand..." (Brian Solis)

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Is Your Brand Great At Digital Marketing? A Diagnostic Framework.

Is Your Brand Great At Digital Marketing? A Diagnostic Framework. | Beyond Marketing | Scoop.it
Learn the six components of every magnificent digital strategy. Optimize search, social, display marketing strategies across rented+owned digital existence.
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Why You Need to Build Your Brand Online

Why You Need to Build Your Brand Online | Beyond Marketing | Scoop.it

The Internet offers so many more possibilities for small businesses than ever before.

The online marketing opportunities are limitless, and the chance to do it with social networks that you use everyday leaves little room for excuses to not market and build you brand online.

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The Future of Branding Is Human

The Future of Branding Is Human | Beyond Marketing | Scoop.it
Forget buzzwords like “brand voice,” “brand personality” and “branded interactions.” It’s time for brands to unleash the power of their own people, argues marketing thought leader Andrew Davis.
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