Brand Strategy and Brand Management
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How Pinterest and Instagram are changing your brand strategy

How Pinterest and Instagram are changing your brand strategy | Brand Strategy and Brand Management | Scoop.it

Visual social platforms create genuine brand stories with inspirational imagery. Here's what to consider before developing your visual content strategy.

 

In 2008, Steve Jobs took the stage at the Macworld Expo and shared what seemed like a startling statistic: "Forty percent of the people in the U.S. read one book or less last year...People don't read anymore." Many are saying this statement could be seen as a foreshadowing of the explosive growth in visual content. But that wouldn't really be accurate. Direct marketers have long known this; creating compelling visual content has been at the center of their world for years.

 

People are compelled by strong visuals -- it's why we watch the movie without reading the book, why (prior to digital channels) we scrapbooked ideas for decorating our houses, and why "before and afters" make us buy stuff. Visuals matter. It's also why, nearly a decade ago, platforms like Smugmug, Flickr, and Photobucket were created -- to let people take their photo sharing online.

 

The biggest difference today is that the new players in the visual platform space -- Facebook, Pinterest, Instragram, and more -- have made it easy; it's easy to collect, easy to share, and, most importantly, easy for brands to get involved.

 

Yet with that ease of sharing comes important brand considerations. These new platforms are social at their core. So it's instantly about more than putting a few images on a page; it's opening a window into your brand. What companies share must strike a balance between bringing to life a genuine brand story and providing content that inspires and compels action. Furthermore, marketing strategies for how brands engage with consumers should reflect how and why consumers are using those channels.

 

Here are tips for navigating the waters of these new visual platforms using a combination of direct marketing best practices and our learned understanding of digital and social behavior.

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Rescooped by Raji Muthukumar from Integrated Brand Communications
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Does Your Brand Logo Map to Your Business Strategy? | Branding Business with RiechesBaird

Does Your Brand Logo Map to Your Business Strategy? | Branding Business with RiechesBaird | Brand Strategy and Brand Management | Scoop.it

Michael Dula, Chief Creative Officer at RiechesBaird talks to what it means for a brand logo to map to a company's business strategy.

 

What does it mean to say that a logo ‘maps to a business strategy’ and ‘becomes a symbol (literally) of that strategy’?

It means that it becomes an informative (‘fitting’) visual (and/or verbal) metaphor for how a company competes, what they compete in and how they deliver value.

 

When we think about business strategy mapping, we think about the discipline of mapping business opportunities from potential to profitability and every point in between. As WikiPedia says, “This method is different from other methods in that it visually shows how marketing strategy, finance and operational strategies relate to each other and need to fit together in order to optimize the results of all strategies.”

 

The same fundamental idea can be applied when designing a logo identity. Logos that map to solid brand strategy, optimize the brands’ compelling truths. The impressions, ideas and stories told through the logo identity add depth to, and strengthen the brand positioning, thus adding significant intrinsic value to the brand as a whole. The brand gains a richness that enhances its definition and purpose.

 


Via Russ Merz, Ph.D.
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Content Marketing: A Five-Step Strategy to Generate Leads and Grow Your Brand

Content Marketing: A Five-Step Strategy to Generate Leads and Grow Your Brand | Brand Strategy and Brand Management | Scoop.it

Content marketing has earned a critical place in the marketing arsenal, but, like any weapon, it is only beneficial if the warrior knows how to use it. We know now that creating a deliberate content marketing strategy is an essential part of generating leads and growing your brand. In fact, our firm recently conducted a study showing that content marketing can grow a business four times faster than a business that is not employing this strategy. Take a look at the numbers behind content marketing and our 5-step strategy, and soon you'll be wielding content marketing like a Jedi knight.


Via Denis Failly, Brian Yanish - MarketingHits.com
Raji Muthukumar's insight:

Content Marketing is everywhere. It is very vital for every company to manage their content well so as to get insightful information in return.

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Denis Failly's curator insight, June 21, 2013 7:57 AM

"Pay-per-click advertising, YouTube, and banner ads were found to be the least effective forms of content..."

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Ingredient Branding Strategy, Off Brand Advertising, and a Big Brand Promise

Ingredient Branding Strategy, Off Brand Advertising, and a Big Brand Promise | Brand Strategy and Brand Management | Scoop.it
Here are three recent branding strategy situations I've come upon. Have you experienced any of these three branding situations? If so, how did you react? Or if not, what's your reaction to them her...

Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, March 25, 2013 7:49 PM

Includes some interesting case studies.

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Brands Facing Dot-Com Domain Identity Crisis

Brands Facing Dot-Com Domain Identity Crisis | Brand Strategy and Brand Management | Scoop.it

Companies looking to protect their brand identity on the Internet from phishers and cybersquatters will soon be faced with a dot-com identity crisis.

 

Beginning as soon as April 23, Icann, the organization that manages the domain system on the Internet, will begin rolling out the first of more than 1,400 new top-level domains, names to the right of the dot. Hundreds of those will be generic names, like .shop, .buy, .baby, even .sucks; the rest will be brand, country or organization names. It all adds up to a 6,300 percent increase in website domains.

 

For brands that want to defensively register thousands of trademarks and variations to the left of the dot to keep them out of the hands of cyber scammers, the proliferation of TLDs present a financial, legal and logistical nightmare.


Via Russ Merz, Ph.D.
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Rescooped by Raji Muthukumar from Digital Delights
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Journal for Innovation and Quality in Learning

Journal for Innovation and Quality in Learning | Brand Strategy and Brand Management | Scoop.it

Via Ana Cristina Pratas
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Ana Cristina Pratas's curator insight, April 3, 2013 10:07 AM

The International Journal for Innovation and Quality and in Learning (INNOQUAL) is an open access, open peer-reviewed journal which provides an international perspective on the theory and practice of innovation and quality in the field of learning at all educational levels and in all training contexts. It focuses on the relation between innovation and quality in education and seeks contributions which discuss how technology can contribute to innovate and enhance the quality of learning.

INNOQUAL aims to

  • give insight into the scientific discourse
  • prompt important practical recommendations for learners and practitioners
  • promote new approaches in the field of innovation and quality development for learning;
  • an create an innovation forum for future oriented quality development of learning
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Georgia Athletics Introduces New Brand Identity System

Georgia Athletics Introduces New Brand Identity System | Brand Strategy and Brand Management | Scoop.it
It looks like this is what we've been working on the past few weeks/months. A new logo and font.Clearly now with a second logo and new font, fans will be much more excited about coming out to...
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NASA - NASA Asks Universities For Early Stage Innovation Tech Proposals

NASA - NASA Asks Universities For Early Stage Innovation Tech Proposals | Brand Strategy and Brand Management | Scoop.it
NASA is seeking innovative, early-stage space technology proposals from accredited U.S. universities that will enable NASA's future missions and America's leadership in space.
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Rescooped by Raji Muthukumar from Transmedia: Storytelling for the Digital Age
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Transmedia: A Case Study for Brand Strategy

Transmedia: A Case Study for Brand Strategy | Brand Strategy and Brand Management | Scoop.it

Jenna Hannon: "Often a term associated with the evolution of film and TV marketing, digital content platforms in technology have given the term more prominence in the last 5 years. Hollywood discusses the strategy of transmedia in bringing characters and stories to life after (or before) their screen debut." ...


Via The Digital Rocking Chair
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Rescooped by Raji Muthukumar from A Cultural History of Advertising
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Reader’s Digest Brand is Key to Strategy in Bankruptcy

Reader’s Digest Brand is Key to Strategy in Bankruptcy | Brand Strategy and Brand Management | Scoop.it
Exploiting Reader’s Digest’s iconic brand is the latest strategy for its private equity owners, who put the 91-year-old publisher into bankruptcy to shed $465 million in debt as consumers shift to electronic media.

Via k3hamilton
Raji Muthukumar's insight:

From print to electronic media is the shift seen in every sector. But looking at the market, there is still requirement for print in many places. so it just depends on how the print company is able to balance between electronic and print at the same time playing on their strong points. Loads to learn from examples.... here is one..

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Innovation: Solving Problems in Ways People Love | Synthesis Solutions

Innovation: Solving Problems in Ways People Love | Synthesis Solutions | Brand Strategy and Brand Management | Scoop.it
Define your core values in order to work toward a common vision. - http://t.co/PfhqbsZwES #startup #innovation
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Rescooped by Raji Muthukumar from Expertiential Design
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STARBUCKS Brand Strategy & Experience Design

STARBUCKS Brand Strategy & Experience Design | Brand Strategy and Brand Management | Scoop.it
Journey through an in-depth brand experience re-design for Starbucks 600+ S. California coffee shops with a scope that included interior architecture, signage, signature furniture, materials, and outdoor landscaping.

Via Mario K. Sakata, Michael Allenberg
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Rescooped by Raji Muthukumar from consumer psychology
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Branding Strategy Insider | 5 Pillars For Brand Storytelling Success

Branding Strategy Insider | 5 Pillars For Brand Storytelling Success | Brand Strategy and Brand Management | Scoop.it

"Brand storytelling isn’t a new concept, but with the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority..."


Via Leona Ungerer
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Big brand theory: packaging design | Webdesigner Depot

Big brand theory: packaging design | Webdesigner Depot | Brand Strategy and Brand Management | Scoop.it
For most brands, recognition is everything.
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Brand Identity for Business

Brand Identity for Business | Brand Strategy and Brand Management | Scoop.it
An Introduction to Brand Identity “So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.”

― Seth Godin

What is Brand Identity?
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