The importance of Brand management
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Content Marketing 2.0: Story + Narrative Connect People & Brands

Content Marketing 2.0: Story + Narrative Connect People & Brands | The importance of Brand management | Scoop.it
Improve your brand content marketing efforts with a strong understanding of storytelling and narrative, plus tips to use both to better connect with your top audiences.

Via Mattia Nicoletti
Charlotte Johnson's insight:

How do people feel about brands using content marketing and creating a narrative to help sell their brand? Do you think it makes them appear more human? Is it something consumers are likely to follow in our fast passed ‘on the go’ world? What kind of brands does this type of marketing suit?


I personally like narrative marketing and I think it brings personality to a brand, if done wrong it can become annoying but if done right I think it can cause customers to think about the brand in a different light and help widen their customer base and enhance their customer relationships.

 

What are your thoughts?

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Luca Brigada's curator insight, March 19, 2013 6:56 PM

The art of telling brand story has been a central content marketing theme for some time. In Content Marketing Storytelling: Secrets from the Big Screen, Robert Rose writes, “The customer is not your hero … Your brand should always be the hero that will be transformed.” then John Hagel explains the difference between story and narrative.

PHAM THU NGA's comment, March 19, 2013 8:59 PM
The article is beautiful written. Using content marketing and creating a narrative is also important tool to build up the brand. It helps to connect and deeper the relationship between the consumers and the brand. "Narratives are hugely powerful, and often ignored. They represent the pull-mechanism that draws out people and resources, despite the uncertainty that exists in the world. They shape the world around us." That's inspired. I also like the statement" The goal is to sell to people who believe what you believe.”
Jess Tracey's comment, March 20, 2013 6:44 AM
I think narrative marketing can be effective for certain brands, but is not necessarily suitable for all brands. I agree that it can help consumers identify more deeply with a brand, by allowing them to understand the brand and what they stand for, but this is only appropriate in some cases. I think narrative marketing is more suited to high-involvement product marketing rather than for low-involvement products. This is because consumers are more invested in the products they are buying when it is a high-involvement product, therefore they want to feel more connected to the brand.
The importance of Brand management
Brand management creation and control
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Rescooped by Charlotte Johnson from screen seriality
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Content Marketing 2.0: Story + Narrative Connect People & Brands

Content Marketing 2.0: Story + Narrative Connect People & Brands | The importance of Brand management | Scoop.it
Improve your brand content marketing efforts with a strong understanding of storytelling and narrative, plus tips to use both to better connect with your top audiences.

Via Mattia Nicoletti
Charlotte Johnson's insight:

How do people feel about brands using content marketing and creating a narrative to help sell their brand? Do you think it makes them appear more human? Is it something consumers are likely to follow in our fast passed ‘on the go’ world? What kind of brands does this type of marketing suit?


I personally like narrative marketing and I think it brings personality to a brand, if done wrong it can become annoying but if done right I think it can cause customers to think about the brand in a different light and help widen their customer base and enhance their customer relationships.

 

What are your thoughts?

more...
Luca Brigada's curator insight, March 19, 2013 6:56 PM

The art of telling brand story has been a central content marketing theme for some time. In Content Marketing Storytelling: Secrets from the Big Screen, Robert Rose writes, “The customer is not your hero … Your brand should always be the hero that will be transformed.” then John Hagel explains the difference between story and narrative.

PHAM THU NGA's comment, March 19, 2013 8:59 PM
The article is beautiful written. Using content marketing and creating a narrative is also important tool to build up the brand. It helps to connect and deeper the relationship between the consumers and the brand. "Narratives are hugely powerful, and often ignored. They represent the pull-mechanism that draws out people and resources, despite the uncertainty that exists in the world. They shape the world around us." That's inspired. I also like the statement" The goal is to sell to people who believe what you believe.”
Jess Tracey's comment, March 20, 2013 6:44 AM
I think narrative marketing can be effective for certain brands, but is not necessarily suitable for all brands. I agree that it can help consumers identify more deeply with a brand, by allowing them to understand the brand and what they stand for, but this is only appropriate in some cases. I think narrative marketing is more suited to high-involvement product marketing rather than for low-involvement products. This is because consumers are more invested in the products they are buying when it is a high-involvement product, therefore they want to feel more connected to the brand.
Rescooped by Charlotte Johnson from week 2: brands and brand management IMC
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Why Brand Building Is Important - Forbes

Why Brand Building Is Important - Forbes | The importance of Brand management | Scoop.it
Scott Goodson is the founder of StrawberryFrog. His first book, Uprising exploring Movement Marketing has been published by McGraw Hill.

Via Manyang Manyang
Charlotte Johnson's insight:

"Brands are psychology and science brought together as a promise mark as opposed to a trademark" I love this statement and think it encompasses the importance of a strong brand. A strong brand creates an intangible asset for a company that has the power to drive the market price well above the total of tangible assets a company may have. This is a huge factor for owners and marketers to consider to ensure that they establish and maintain a strong brand. The scarcity of brand names is another important factor to consider and makes having an established well known brand name even more important. 

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Jess Tracey's comment, March 20, 2013 6:30 AM
I agree with your comment Charlotte that a strong brand allows a company to charge a lot more for a product than what they would charge for one without a brand. A brand is invaluable. It creates loyalty, a sense of belonging and generally creates feelings in a consumer which drives them to pay more for that particular branded product.
Josh Maunsell's comment, March 21, 2013 3:20 AM
Adding to Manyang's comment - A strong brand perceived by consumers is trusted because of the customer’s loyalty to that brand. A customer can become loyal to the brand through what the article describes as a "movement strategy". An example of a movement strategy would be the "share a coke with...” campaign; which got consumers involved with the brand. Consumers would share a coke with their friend because their name would be on the coke bottle.'
Johnny Li's comment, March 21, 2013 10:20 PM
It's a shame we don't get to read the author's new book Uprising. It must be a interesting book as the author will illustrate the details of how can we build a brand. I agree with you that building a brand is building its value and culture. Without building the culture the brand could not last long and could not reach to the customers successfully. The other implication from this article is about the comsumer behaviour in the emerging markets. Consumers from these market would not exam in details of the actually uses of some products. Instead they'll go straight to the famous brands. This is the reason why when a indian company wants to expand to the globle market the first thing they consider is not buying the product line but buying the brand.
Rescooped by Charlotte Johnson from Digital Collaboration and the 21st C.
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There's No Such Thing As A 'Digital Marketing Strategy' Anymore - Business Insider

There's No Such Thing As A 'Digital Marketing Strategy' Anymore - Business Insider | The importance of Brand management | Scoop.it
Econsultancy (blog)
There's No Such Thing As A 'Digital Marketing Strategy' Anymore
Business Insider
Not long ago, digital marketing was viewed as a discrete, independent element of a company's brand management strategy.

Via Susan Myburgh
Charlotte Johnson's insight:

I feel that this has been a long time coming and that digital, mobile and traditional marketing all need to be interwoven in order to build an effective and consistent marketing strategy. The reality is that most things are digital these days and that most people have smart phones. They buy these devices t make their lives easier and to interact easier with people and products. If companies want to stay in the loop with their customers they need to follow the digital and mobile trends and incorporate that into their overall marketing strategy. 

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PHAM THU NGA's comment, March 19, 2013 7:44 PM
I agree that there is no such thing as a "digital marketing strategy" anymore. Rather than using disparate digital elements in an ad hoc way, marketers recognize digital should be woven into a brand's overall marketing strategy. That's a accurate and concrete statement. The world is now going online and consumers are heavily reply on digital in their daily lives. Everything is " smart" and " on the move" nowadays. In order to survive the competitive market, the brand needs to take advantage of digital in most possible ways. By doing that, they could engage with their consumers in the effective and efficient way through enhance consumer experience as well as build up relationship with them.
Jess Tracey's comment, March 20, 2013 6:55 AM
I believe that digital marketing has become or is close to becoming one of the 'traditional' marketing mediums. It should be integrated into all marketing strategies in order for that company or brand to be successful as the internet and mobile phone usage is just going to keep increasing, meaning that in order for marketers to effectively connect with their consumers they need to be involved in these areas.