Organising for IMC
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How Collaborative Is Your Branding?

How Collaborative Is Your Branding? | Organising for IMC | Scoop.it

Brand message creation presents a collaboration problem

 

SUMMARY: Business-to-business sales and marketing teams are split in thirds among those who collaborate on brand-message creation, those who partially collaborate and those who either don't collaborate at all or who find the process "politically charged," according to a Corporate Visions survey. The study also showed marketing management was the most likely to participate in brand-message creation, with C-level executives least likely to be involved.

 

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Jina Um's comment, March 19, 2013 9:52 PM
what do you think?
Nicholas Brooke West's comment, March 19, 2013 11:47 PM
very good article. I believe that many of the points covered i this article were correct. However i do find it interesting that c level executives will not be involved with creating the marketing message as they have control over the employees who are attempting to do so. I believe that collaborative is the best approach as the vision of the brand is believed by everyone within the company and are happy to strive for what the company believes in instead of hating where the company is haded and what it stand for resulting in occupational stress and ressilience within the workplace
Charles Farrelly-Gruar's comment, March 20, 2013 9:32 PM
it is surprising to me that only 33% of companies surveyed said their marketing message process was collaborative. I am suprised by this as it would seam, as Nicholas has said, that it is extremely important for a brands image to be reflected in all of the main areas of that business, as this leads to Organisational synergy, where all parts of that business work in unison towards the same goal. Not only this, but a collaborative brand message reduces confusion. It reduces the confusion for customers, as a brands image can be clearly seen in each aspect of the business that customer is associating with, whether it be retail, sales, supply etc,, and this, in turn, increases brand awareness. A collaborative brand message also reduces confusion internally in the company, where everyone from retail staff, managers, CEOs, Shareholders, all stakeholders in the brand image, are on the same page in terms of what message that brand is trying to portray. This is very important to increase brand awareness and therefore brand equity.
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Why do brand specialists need market research? - Communication companies and market research tools: a match made in heaven | DigitalMR

Why do brand specialists need market research? - Communication companies and market research tools: a match made in heaven | DigitalMR | Organising for IMC | Scoop.it
A partnership between innovative market research companies and marketing communication ones can offer the right solutions, resources and methodologies to help companies successfully and safely navigate the web blue ocean to generate leads, in a...

Via Emmanuel Capitaine
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Alice Mau's comment, August 22, 2013 7:50 PM
Well said, this article highlights that IMC is defined in many ways but due to the improvements in technology and communication channels IMC is now best defined as the concept and process strategically managing audience focused, channel centered and results-driven brand communication programs over time- this defition takes into account th impact it must have on consumers along with employees..etc
Alice Mau's comment, August 22, 2013 7:51 PM
Gibson Zhou- can you comment on my scoop it.. i need one more from my group!
Rebecca Taylor's comment, August 22, 2013 9:14 PM
I completely agree with this article and am definitely pro market research. I think it is a vital tool that advertisers need to use to their advantage. However, I think there will always be times when gut instinct and basic human behaviour will trump market research, but this is dependant on the brand and the product for sale.
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SMPTE Names Wall Street Communications Its Global PR Agency of Record

SMPTE Names Wall Street Communications Its Global PR Agency of Record | Organising for IMC | Scoop.it

The Society of Motion Picture and Television Engineers (SMPTE), the worldwide leader in motion-imaging standards and education for the communications, media, entertainment, and technology industries, today announced that it has retained Wall Street Communications to provide global public and media relations services.

 

"For more than 17 years, Wall Street Communications has been in the business of promoting technologies and services targeting the broadcast and motion picture industries," said Aimee Ricca, marketing and communication at SMPTE. "Given the agency's expertise in this field, its strong relationship with industry trade press, and its successful track record to date, we feel that Wall Street is uniquely suited to support us in raising SMPTE's profile and extending awareness of the organization's work, both in standards development and in educating professionals across the communications, technology, media, and entertainment industries."


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Jina Um's comment, March 19, 2013 9:53 PM
What do you think?
Nicholas Brooke West's comment, March 19, 2013 11:53 PM
I think its a good move by the company as a step towards building a better brand image. Proper brand image is neccesary for a strong band image and a better PR company will be perfect for it.
Charles Farrelly-Gruar's comment, March 20, 2013 9:02 PM
I think the move by SMPTE to align itself with Wall Street Communications (WSC) was a smart idea from a branding point of view as they (WSC) seem to have a high standard of opperating, and have a high level of experience in the movie and television market. By aligning themselves with WSC, SMPTE are looking to increase their brand image and recognition, which is especially important in the television and movie industry, being such a public and easily viewed industry.