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Aujourd'hui plus que je jamais la pensée globale est essentielle à votre marque...
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Branding Strategy Insider | Basic Brand Philosophy

Branding Strategy Insider | Basic Brand Philosophy | iBrand..youBrand....weBrand.. | Scoop.it

Branding is identifying what the brand is and ensuring consumers see the same picture. After months of reviewing countless approaches, I would like to humbly submit my branding philosophy.


Via massimo facchinetti
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Branding Strategy Insider | 15 Questions Every Brand Manager Must Ask

Branding Strategy Insider | 15 Questions Every Brand Manager Must Ask | iBrand..youBrand....weBrand.. | Scoop.it

Brand managers are expected to build an advantage for their brand. To be on the path to achieving this each must ask:

Have we tightly defined our brand’s target customers?What is the brand’s awareness level among its target customers?Do we know what our brand stands for in its customers’ minds?What is our brand’s unique value proposition?What is our brand’s story?What makes our brand admirable?Does our brand possess values that it shares with its customers?Does our brand engage its customers in meaningful ways?Is our brand available where its target customers shop?What does our brand do to surprise and delight its customers?Have we carefully designed our brand’s customer touch points?Are we completely consistent in how we present our brand to the world?Does our brand connect with its customers on an emotional level?Can its customers use the brand as a vehicle for self-expression?What processes have we put in place to ensure that the brand is carefully managed?


Via Russ Merz, Ph.D.
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Transmedia: A Case Study for Brand Strategy

Transmedia: A Case Study for Brand Strategy | iBrand..youBrand....weBrand.. | 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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Branding Strategy Insider | Evolve Or Transform? 17 Brand Factors

Branding Strategy Insider | Evolve Or Transform? 17 Brand Factors | iBrand..youBrand....weBrand.. | Scoop.it

Brands evolve. Or die. But they must also retain something of what consumers know. Or they fade. So which is more important? And how should a brand act, when?... No business these days can just sit pretty. But the extent and nature of changes confuses many. Brands evolve. Or die. But they must also retain something of what consumers know. Or they fade. So which is more important? And how should a brand act, when? I get asked about this a lot. So here are my takes on what must stay and what can go (sometimes): Keep: 1. Your good name (in every sense) – it’s the thing people know you by. Unless of course you need to re-engineer your reputation or your old name doesn’t fit what you do anymore. 2. Your purpose – the ways you intend to change the world should remain an inspiring constant for staff and customers (providing it’s inspiring to start with, of course)...


Via Jeff Domansky
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Jeff Domansky's curator insight, May 7, 2013 2:00 PM

Great branding tips for every marketer.

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The 10 Famous Brands Most Likely To Disappear This Year

Savor them — they might not be around long.
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The Secrets of 7 Successful Brands

The Secrets of 7 Successful Brands | iBrand..youBrand....weBrand.. | Scoop.it

Whether they've been around for decades or were launched in the last two years, some companies just have a bit of magic when it comes to grabbing attention and establishing themselves as fan favorites

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Le mobile est la pierre angulaire de la communication des ...

Le mobile est la pierre angulaire de la communication des ... | iBrand..youBrand....weBrand.. | Scoop.it
Avec un taux d'équipement supérieur à 50%, l'information digital est présente partout, même en magasin; Une marque se construit désormais en 3D, et non plus seulement en 360°; Le client est | Social | Local | Mobile | : toujours présent sur le net,...
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AEROPORT DE NOTRE-DAME-DES-LANDES - e-Reputation ...

AEROPORT DE NOTRE-DAME-DES-LANDES - e-Reputation ... | iBrand..youBrand....weBrand.. | Scoop.it
QSN-DigiTal est une agence spécialiste en e-Reputation, Réseaux sociaux et Community management ...
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Catherine Est Unanime: Le e-commerce chez les 11-24 ans détaillé ...

Catherine Est Unanime: Le e-commerce chez les 11-24 ans détaillé ... | iBrand..youBrand....weBrand.. | Scoop.it
Les résultats globaux portent sur la consommation, les expositions média et les styles de vie des Digital Natives : plus de 800 marques, 200 supports médias, 40 marchés et 200 attitudes et opinions étudiés.
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Is 'native advertising' a risky strategy for brands and publishers? - The Guardian

Is 'native advertising' a risky strategy for brands and publishers? - The Guardian | iBrand..youBrand....weBrand.. | Scoop.it
The Guardian
Is 'native advertising' a risky strategy for brands and publishers?
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Fastjet Wins Brand Strategy of the Year Award for African Grey Parrot - AllAfrica.com

Fastjet Wins Brand Strategy of the Year Award for African Grey Parrot - AllAfrica.com | iBrand..youBrand....weBrand.. | Scoop.it
Proactive Investors UK Fastjet Wins Brand Strategy of the Year Award for African Grey Parrot AllAfrica.com FASTJET, Africa's low-cost airline and its branding agency, SomeOne, have won the prestigious "Brand Strategy of the Year" award at the...
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16 Articles on Defining Brand Strategy and Business Branding Topics

16 Articles on Defining Brand Strategy and Business Branding Topics | iBrand..youBrand....weBrand.. | Scoop.it
Business branding (and by business branding we mean the entire brand promise and experience, not just a name and a logo) is an undercurrent throughout Brainzooming blog content.  Brand strategy is ...

Via Russ Merz, Ph.D., massimo facchinetti, Jeff Domansky
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Russ Merz, Ph.D.'s curator insight, February 5, 2013 11:09 AM

Outlines 16 articles addressing various branding strategy topics--defining, adjusting, challenges, lessons. 

Jeff Domansky's curator insight, February 5, 2013 4:21 PM

Great share and great reading on branding strategies.

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Social Media Analytics and ROI tracking

Social Media Analytics and ROI tracking | iBrand..youBrand....weBrand.. | Scoop.it
This week I was honored to present at the Social Media Club of St. Charles April event, where I spoke about social media analytics and ROI tracking.During the presentation I covered three areas of ...

Via Brianna Smith
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Some B-to-B Brands Make Strides in Social Media

Some B-to-B Brands Make Strides in Social Media | iBrand..youBrand....weBrand.. | Scoop.it

Report: 6 B2B brands that rival B2C in social media
SUMMARY: Although B2C companies are ahead of B2Bs in social media execution, some brands are showing the way forward in the space, according to a Vivaldi Partners Group report. American Express, General Electric, Philips, Corning, Aon and SAP were cited for turning social media in customer consideration, purchases and loyalty. "We are now in the midst of changing, where things become mobile, where data, big data, multiple data sources come together. ... In this next stage of social media development ... there may be a level playing field between B2B and B2C," said Erich Joachimsthaler, Vivaldi Partners' CEO. 

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sophiedesc's curator insight, May 2, 2013 7:22 AM

Megan Turner's insight:        

 

It's hard to find social media standouts among business-to-business brands. In many cases, they’re playing catch-up to their more social consumer cousins. Still, Vivaldi Partners Group identified six in a new report that urges B2B players to embrace social, blogs and online video.

 

At the head of the pack are American Express OPEN, General Electric, Philips, Corning, Aon and SAP, the report found. And while B2B players generally trail consumer-facing brands in leveraging social media, that gap may close soon.

 

Consumer brands are "definitely ahead," said Erich Joachimsthaler, CEO of Vivaldi Partners, a brand consultancy in New York. "But we are now in the midst of changing, where things become mobile, where data, big data, multiple data sources come together...In this next stage of social media development, I don't think consumer is ahead, and there may be a level playing field between B2B and B2C."

 

So, what made the Vivaldi Six stand out? Their social efforts translated into customer consideration, purchases and loyalty, explained Joachimsthaler.

 

Insurance giant Aon, for example, got influencers to create video testimonials that the company distributed across social channels, generating new leads. Likewise, Corning experienced double-digit growth in speciality glass sales after posting its "A Day Made of Glass" video on YouTube. In a little more than two years, the video, created by lead agency Doremus, has generated a staggering 21 million-plus views.

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Instagram Adds Feature to Allow Users to Tag Brands, and Other Marketing Stories of the Week

Instagram Adds Feature to Allow Users to Tag Brands, and Other Marketing Stories of the Week | iBrand..youBrand....weBrand.. | Scoop.it
No time to read the marketing news? Click this week's roundup and peruse.
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Kole Carpenter's curator insight, May 7, 2013 3:46 PM

I think its a good idea for companies to market there product anyway possible. Why not try getting your products seen on apps and sites that millions of people use every day. I would try to market my brand as much as possible.

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Retour sur 10 ans d'évolution d'internet : de l'ère des portails à l'ère ...

Retour sur 10 ans d'évolution d'internet : de l'ère des portails à l'ère ... | iBrand..youBrand....weBrand.. | Scoop.it
Sur le digital, plus que sur n'importe quel autre canal de communication ou de relation, les changements sont rapides, fréquents et doivent amener les entreprises à une certaine agilité dans leur stratégie digitale.
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Quelles mutations pour les fonctions marketing et communication ? |

Le digital management. - L'e-réputation. - L'e-influence. - Le buzz management. - Le community management. - La gestion des ambassadeurs / blogueurs. - La gestion des influenceurs / évangélistes sur Internet.
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Catherine Est Unanime: Greenpeace s'attaque à Adidas et Nike

Catherine Est Unanime: Greenpeace s'attaque à Adidas et Nike | iBrand..youBrand....weBrand.. | Scoop.it
Medias sociaux : dédramatiser la présence de l'entreprise - En terme de communication d'entreprise, les médias sociaux ont parfois… mauvaise réputation. Quelques « cas » de crise ont refroidi nombre de directions.
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