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How Nike uses Facebook, Twitter, Pinterest and Google+

How Nike uses Facebook, Twitter, Pinterest and Google+ | Milestone One Scoops | Scoop.it
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gillkelley's curator insight, March 29, 2013 4:46 AM

One of my favourite brands!

Alex Meek's curator insight, July 1, 2013 4:00 PM

This article hits on topics covered in my past that I have become more aware about. Advertising is always more successful the more platforms it reaches out to. Nike, being one of the biggest names today, takes advantage of all mediums and social platforms in the media. Social networks alone are taking over the journalism world and we need to be familiar with them. Advertising is one of the many things that can be done though the media and these platforms. 

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Customer engagement is … | What is this ? - Top definitions

Customer engagement is … | What is this ? - Top definitions | Milestone One Scoops | Scoop.it
Customer Engagement marketing efforts that aim to create, stimulate or influence customer behaviour differ from the offline, one-way, marketing communications that marketers are familiar with. Although customer advocacy ...
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Do you have a brand management strategy? You should.

Do you have a brand management strategy? You should. | Milestone One Scoops | Scoop.it
Whether your brand stands out or is forgettable comes down to how you manage it. See why you need a brand management strategy, and how simple it can be. (RT @MedleyInc: Do you have a #brandmanagement strategy?
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Chontelle Ah-Ping's curator insight, August 14, 2013 6:43 AM

The importance of branding can be summarised in the first sentence of this article: “Your brand is the mark that sets you apart.” How to become a memorable brand and not one that is forgotten, all relies on how you manage it. Creating a brand management strategy means that the brand can establish and follow objectives and concern itself in activities that align with this strategy. How the brand has been formed and the way it is managed affects its reputation and relationship with consumers. The article outlines some insights to incorporate in a brand management strategy to get the best out of what you want to do.

 

One of these although obvious, is using a memorable image. Memorable images attract attention and may be more memorable in the brain. This may be in the form of colours used or the actual image itself. Being different to competitors may give a competitive advantage for a company or create an opportunity that may be beneficial. Brands need to also position themselves as unique and meaningful in consumers’ minds. Keeping this positioning is crucial, although a bit of adaptation over time may be necessary. The article notes consistency is key with branding as well as analysing and using data. A brand should create a relationship with the customer and use this relationship by creating a strategy to bring the brand to the best it can be.

Anna Shen's comment, August 19, 2013 8:55 AM
Hey Chontelle. This is a nice article to read as it provides clear points in ways to develop a strategic brand strategy. I agree that consistency is key with branding. In my experience, this can be found with Mc Donalds. their consistency for their logo and food is the same across the globe, plus they have created a very memorable logo. Another key factor you have mentioned is analysing and using data. This I feel is also important as well as regularly testing the brand efforts will help see what things need to be improved to ensure you’re on the right path.Lastly, indeed that creating a brand should create a relationship, that will in-turn create trust and customer loyalty. This advantage for your company will bring your brand to a new level.
Vic Methven's comment, August 20, 2013 12:01 AM
Hey Chontelle, I agree that creating a brand management strategy allows the brand to inaugurate and follow objectives while also allowing themselves to incorporate activities that purely align with its strategy and what they are aiming to represent. Using a brand strategy allows brands to form a reputation for them and also how their relationship is between them and there consumers. I also agree that creating a memorable image is important and using colours or relative images will help keep it in the brain. Keeping consistency with branding is crucial, changing a brand too much could take away the relationship built between the brand and consumer and lose valuable customers over time if it is continually changing.
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Wading Into the Emotional-Value Stream | Branding Magazine

Wading Into the Emotional-Value Stream | Branding Magazine | Milestone One Scoops | Scoop.it
If you fail to discover the value that you bring for real people, you’ll never get off the starting blocks. This is true whether you are B2B, B2C, B2B2C or any other combination of B and the number 2.
Logan Harris's insight:

This article really gave me a better understanding of the emotional value of brands.

 

As consumers we often make purchase decisions based on functional value and market value; in other words we need ‘product X’ to satisfy a need or want, and we aim to acquire it at a price we deem reasonable. Why then do we choose one brand over another when either would satisfy our criteria? This is where emotional value comes in.

 

This article uses sugar as a great example and as I was reading it made me consider how emotional value affects my purchase decisions. There are times when not only will I choose to buy one brand over another; I’ll actually spend considerably more to purchase “my” brand. This is because of the value that brand has to me – maybe because it’s a company’s values are close to mine, or that my decision in buying a particular brand says something about me that I want others to know. Maybe it’s simply because I love the packaging.

 

Appealing to consumers emotions through all aspects of brand communication is a vital aspect of both attracting new consumers as well as maintaining a loyal customer base.

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Ksenia's comment, August 18, 2013 8:23 PM
Tis article was a great read! It had me engaged ! it stated a good point about the sugar, just as Logan had mentioned, that emotional value defiantly affects purchase decisions. For example when i do my food shopping & purchase sugar - I pick the chelsea sugar as i feel i have an emotional attachment that brand since i had been young (looking at the chelsea factory reminded me of WillyWonka!).I do not buy other sugars! It is very important for brands to understand value - market value- as consumers are not silly they do understand when a product is over priced for its value or they will find out when it is purchased (which could result in post purchase behavior towards the brand). Market value is judged upon the price, supply and demand for the particular product. A brand is some thing that is created to engage consumers and involve emotional value with them- it is about relationships with the brand and consumer. As stated in the article once the consumer feels emotional value with the brand they will purchase only that particular product over other brands. Great article and good points Logan!
Shino Takano's comment, August 20, 2013 5:10 AM
As Logan have mentioned, there is always a emotional value to some brands. Every time I go to supermarket, I have my favourite brand with each product that I am emotionally attached to. For example sugar as it was mentioned in the article, I would always buy the one from Chelsea sugar because I used to live near the factory when I was young. Also I would also prefer the product that is eco friendly because I care about the environment. Therefore branding is not always about their price and quality, but it is what they offer to get us emotionally attached.
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HomePro The Other Side Project

Agency: BBDO Bangkok Client: HomePro Title: "The Other Side Project" "Every Year HomePro main media is a poster and sign-board with one side benefit. After e...
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Logan Harris's curator insight, September 23, 2013 10:29 PM

This video highlights some really creative thinking by BBDO Bangkok.

 

It shows the importance of creativity beyond the initial communication material. While the ads on the signboards were not particularly creative in themselves (price promotion essentially), designing the backs of the boards to be of greater use/aesthetic to later users was creative genius.

 

It would be fair to say that the message displayed on the face of the signboards was not the main message of this campaign. By acknowledging a problem and pro-actively doing something about it, the brand has shown great corporate social responsibility. The campaign may not increase sales but it will certainly increase goodwill towards HomePro. Creation of a Youtube video detailing the project further increases the campaigns reach, extending it beyond those in the area directly affected.

 

Creativity is hugely important in IMC as it allows your brands communications to cut through the clutter. Unconventional use of media is just one way that this can be achieved.

 

 

Ksenia's comment, September 26, 2013 2:35 AM
I like your out side the box thinking Logan, choosing a video instead of an article! :) I must say, this video is very touching. It is sad to see how some countries and communities live, using a billboard as a wall is some thing we are not used to right. Finding a good solid billboard would be some thing that would shelter the whole house hold ad make some ones day! I think Home Pro has used an effective creative thinking approach, by creating a campaign that catches consumers attention through sympathy, it has allowed the brand be visioned as they sincerely 'care' and consumers are more attracted to brand creation of 'brand awareness'. This video covers week 7's work content, good find Logan!
Kellie Ho's comment, September 26, 2013 4:41 AM
This was an interesting video to watch Logan. It was definitely something different compared to reading an article. This made me realize how I should be more appreciative of what I have now and be glad that I’m not in their situation. But I do agree with how acknowledging a problem and actually doing something about it through pro-active work shows a brand’s social responsibility. I think what HomePro did to catch their consumers’ attention through sympathy was good and effective because it would mean that they would be branded as a company that actually ‘care’ about communities that are not as fortunate when it comes to their living standards.
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The new rules of consumer engagement | Opinion | M&M

The new rules of consumer engagement | Opinion | M&M | Milestone One Scoops | Scoop.it
Havas Worldwide chief executive Russ Lidstone outlines a whole new equation for brands to consider in order to embrace today's multi-channel universe.
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Rescooped by Logan Harris from Integrated Marketing Communications | IMC
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7 Rules of Integrated Marketing Communications

7 Rules of Integrated Marketing Communications | Milestone One Scoops | Scoop.it
Integrated Marketing Communications is a Marketing Technique that makes sure that all of your sales, marketing and prootional approaches and communications have been carefully linked with one another to execute your overall marketing strategy....

Via IMCyclopedia.com
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Wen Gao's curator insight, March 16, 2014 7:40 AM

7 golden rules in IMC: 

1. Get senior management involved;

2. Use different management levels;

3. Use a guide;

4. Concentrate on message clarity;

5. Start from scratch and work your way up;

6.  Always remember that the customer comes first;

7. Build relationships.

yundy wang's curator insight, August 10, 2014 5:38 AM

7 efficient rules in IMC: 

1. Get senior management involved;

2. Use different management levels;

3. Use a guide;

4. Concentrate on message clarity;

5. Start from scratch and work your way up;

6.  Always remember that the customer comes first;

7. Build relationships.