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Cracking The Code Of Innovation: The Key To Business Success ...

Cracking The Code Of Innovation: The Key To Business Success ... | consumer engagement |

Via Daniel Watson, Felix Feng
ZhiPeng Zhang (1132255)'s insight:

To a successful company, five components is the role for the employees to follow and work. However the role are created from the higher level management structure. and the make the key action and direction is the leader. leader is the most important for a group to achieve the goal. Wthout a leader that the group cannot work and get success. a good leader can consider the futrue value for the business and make a innovation under the plan and finish it efficiently that creat a group of workers work together for the goal and make it success.

Felix Feng's curator insight, August 22, 2013 5:44 AM

That five components are as a guide for employee. It guide them the way to think and do. But the key is the action of the leader. In the learning oraganisation, leader is really important to a group and it determint the sucess or failure of the whole oraganisation. Therefore, though the innovation is the key for business in long-term development, leader is the core.

Ceres Wu's comment, August 22, 2013 6:39 AM
i always think working in a term its not a easily thing to do, as everyone has different value and background, we will have communication conflict, but this is a good article to help and improve this issue.
Ly Bibi Shen's comment, August 22, 2013 6:41 AM
i found this paragraph is qutie intersting "Statistical analysis of our survey results showed that two elements of an innovation system are likely to be critical: innovation goals and strategies on the one hand and portfolio management on the other. The element we thought might be most important—idea generation—was not a major determinant of top innovation performance. We suspect that’s because ideas are only the seeds of innovation. Put good ideas in a bad company and they die. because i always hink that idea generation a major determinant of top innovation performance.
Rescooped by ZhiPeng Zhang (1132255) from Milestone 1!

2013: The Year of Marketing Integration

2013: The Year of Marketing Integration | consumer engagement |
It’s not too late to get your marketing ducks in a row and leverage new and old channels to generate demand for your company. Here are five trend predictions in the world of B2B marketing for 2013 and where to focus your attention.

Via Kamal Bennani, JiaLe Wang (1132222)
ZhiPeng Zhang (1132255)'s insight:

This article is talking about the changes in marketing in this years,The concept of integration is to combine various marketing communications like social/paper/online media, personal selling, direct marketing, and public relations in order to present consumers with the single and unified message of a brand. But now there are more channels to for the marketer for brand building, such as facebook, twitter and website. Those are the powerful promotions for brand building. However, personal sale is still a important role for help consumer to set up a brand image and explain the product then get quality feedbacks from consumers. For marketers, there are many types of marketing strategies to build image of brand increasingly but should choose the method carefully with the market data that make a quality decision. 

JiaLe Wang (1132222)'s curator insight, August 14, 2013 4:46 AM

Firstly , The concept of integration is to combine various marketing communications like social/paper/online media, personal selling, direct marketing, and public relations in order to present consumers with the single and unified message of a brand. based on this article there are three levels of integrations need to do its inclduing channels,campaigns,and tools. It is true that integrated marketing is such a powerful tool in brand promotion and management, that in order to use it a business must first understand it.


Secondly,as the article said social media has been the darling of the media. According to the progress of the times most of people keen on the social media activities.For example, newspaper is part of people daily schedule though. TV it’s indispensable and facebook ,magzine all the more so. As the result, we’ve seen tremendous improvements about most of companies   strengthen publicity into social media.


Thirdly, sales is also a part of marketing integration. sales have played a large role in the B2C market, when the customer need more explain ahout the product then sales will be like a kind of advertising. 


Finally, marketers should  search more market data and provide insight and intelligence that will help companies make smarter decisions.

Rui Dong (1248713)'s comment, August 21, 2013 2:40 AM
Good article. Very enjoyed reading about the changes in marketing in this years. I’m very like you gave those example and those example helped me more understand this article. As the article said Social media is defiently a must for any business wanting to promote. According to the article said I think Social media in this year is more important of a marketing strategy than in previous years. As you said in the insight more and more people can’t leave media in their life. So this is a gap for marketers advertising product and play with customer. Also sales are very important of marketing integration because there are not every customer know what they are wanted and what’s a product use for or how to use. So sales will play speaker roles. They are give customer more and more information lets people fully know the product then buy it.
Chenghao Shen's comment, August 21, 2013 6:41 AM
In this article, the author summarized five trends in B2B marketing in 2013. The fist one is nothing is new under the sun. It means that the marketing concepts remain unchanged and that new channels, new tools, new platforms etc are all developed to reach the same old target – generate demand for your products and services. Second, integrations. Three levels of integrations are pointed out: channels, campaigns, and tools. The third trend is that social media becomes measurable, predictable, and accountable. With increasing responsibility in 2013, more and more companies will change their attitude about social media to require more accountability. Sales moves into marketing is listed as the fourth trend. In 2013, companies will give much more responsibilities to marketers and a greater shift in marketing responsibilities to cover sales task. The last trend mentioned is big data: measuring the immeasurable, analytics, and intelligence. Big data is a topic area among the biggest technology companies aound the world. In 2013 there will be more applications made out of the exabytes (1 million terabytes) of data and providing insight and intelligence.
Rescooped by ZhiPeng Zhang (1132255) from Integrated Marketing Communications | IMC!

Mapping the Brand’s Social Graph | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Mapping the Brand’s Social Graph | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | consumer engagement |
This is the first in a series that expands on the skills of a Digital PR Agency Public Relations practitioners are familiar with the concept of

ZhiPeng Zhang (1132255)'s insight:

Recently, the internet is more and more important and uses it frequently. Public Relationship for the consumers not only the just the typical consumers, after the consumers still have the fans, friends and followers from the internet. Those are the significant value for the company. Those can push the market into new type and more communicated between firm and consumers. The firm  and  get more feedback of product from the internet such as the comment and description of production from the customer. Also the firm can have more channels to adverts the product such as advertising video in Youtube and share into twitter or facebook. More comment for the advertising or product of brand that means more exposure for the brand in front of the customers. That will be a good chance for a brand to develop more loyalists.

Hannah Joy Gaisford's comment, August 17, 2013 10:52 PM
I definitely agree with Ksenia's insight that fan value online needs to be considered and kept an eye on by companies. Word of mouth, especially on social media is a very powerful tool. However companies need to keep an eye on these platforms to defend their image when negative word of mouth is being spread
Logan Harris's comment, August 18, 2013 7:28 PM
I think that the ability of consumers to share their thoughts on a brand instantly, and with a large number of people, is both a great opportunity and a big potential threat for any brand. I have certainly become interested or even purchased a particular brand after a recommendation posted by a friend on Facebook; however I've also been taken advice to avoid particular restaurants based on the same. I agree with Ksenia when she states a company must nuture the social graph, as without this nurturing (responding to comments, publicly rectifying mistakes etc) things can go pear-shaped fast!
David Huang's comment, August 22, 2013 7:02 PM
i agree with Zhipeng's insight. Firms can get feedback from customers through comment option. they can know what to improve their products and what they have done well with their products.
Rescooped by ZhiPeng Zhang (1132255) from Milestone 1!

Brand Architecture Strategy: Branding Strategy Insider

Brand Architecture Strategy: Branding Strategy Insider | consumer engagement |

Today on Branding Strategy Insider, we're taking another question from the BSI Emailbag. Manuel, a student of marketing in Frankfurt, Germany asks... “why companies like Procter & Gamble and Unilever are moving from managing and marketing their brands separately to leading with their company brand.”

Via Lawrence Porter, JiaLe Wang (1132222)
ZhiPeng Zhang (1132255)'s insight:

Brand, is the integration of the intrinsic and extrinsic which include name, logo, brand image, quality and product services. Brand is from the core product of a company. Good companies have a successful core products that the best way to build up a brand.


However, this article is talking about the differences between house of brand and branded house. Brand architecture is not the brand strategy which is the higher level plan of brand eco-system. House of brand is a company develop difference branded name of product with the same company, for example, like Toyota, one of the most largest car factories which have different branded of car, like Lexus and Toyota. Both of them are made by Toyota. That have many benefits for the company, one is Lexus is a high quality and luxury car, for the other consumer will choose Toyota because the quality car Lexus is made by Toyota. Branded name , which is all of the product name with same brand’s name, such as Pulls, which is the local company in NZ and make many products with it. That helpful for consumers assured on the quality of product under the brand’s name. And easy to open other market.  

JiaLe Wang (1132222)'s curator insight, August 14, 2013 1:08 AM

Firstly, brand is the integration of the intrinsic and extrinsic, it’s including the brand name, logo, and symbol and product service. A brand is based on the core product and company. Good company would contribute to the success of product and good product also could help one company. 

Secondly, Brand architecture is not brand strategy. It is a higher-level plan of brand eco-system, it can determine how to best build and scale brand over time. Specifically, it sets out a plan to build one brand or multiple brands. As the article said “House of brands and branded house’ which is a house of brands can be contrasted with the Branded House, in which the company itself is the dominant brand, with individual products or services taking a secondary role. I’m very like the example of article, the classic product company Unilever, and P&G historically are houses of brands in which each brand was managed and marketed separately and the corporate brand is not featured on the products themselves. Therefore, the ‘house of brands ‘ just as studied in the lecture class which is corporate branding means Corporate name used for all products and services. ‘Branded house just like endorsement branding which is Sub-brands linked to corporate brand or umbrella brand. 

Finally, I would like to give some example of corporate brands which is PHILPS, HONDA and ARMANI and so on. Endorsement brand including Nestle-good start and Vanish-Naoisan. Moreover the Corporate brands with major brand properties encompassing a range of products. 

To sum up, I choose this article the main reason is because it is accurate explained what the different is between ‘house of brand & branded of house’ and this is very help me to understand this week topic.

Yujue Wang 1250401's comment, August 14, 2013 1:30 AM
Brand Architecture Strategy
From my point of view, I prefer “branded house” rather than “house of brands”. As this article pointed out three benefits of using the “branded house”: 1. Gain credit from the each product category, 2. It is easier for the parent brand can convey quality and other assurances to sub-brands, 3. For parent brand, it will save money in brand building campaigns in long-run. Despite these three benefits, I think creating a branded house can make consumers easier to remember a brand and the parent brand may gain more market advantage by using a unified brand. For example, although I purchase lots of P&G products such as OLAY, Tide, sometimes I still think they are from different companies because for me, OLAY is more like a cosmetics company while Tide just refers to laundry. Also, for the parent brand, using a house of brands may hard to create a brand culture as all sub-brands are managed and marketed separately.
However, changing from a “House of brands” to “Branded house” cannot be easy. Firstly, for the organisation, it requires lots of money to start the brand architecture strategy in the first time and organisation may suffer in short term. Also, for consumers, it can be confusing when a familiar brand changes to another name, especially a well-known brand, so it will cost the organisation not only the money to create branded house but also time for customers to adapt.
Rui Dong (1248713)'s comment, August 21, 2013 4:50 AM
This is a very vivid article, and this article gave to me some ideas about how to write my first assessment. In my opinion I think ‘branded house’ and ‘house of brand ‘they both has advantages and disadvantages. As yujue said she likes branded house because Gain credit from the each product category; it’s easier for the parent brand and for parent brand, it will save money in brand building campaigns in long-run. However house of brand also has benefits. For example Anchor most people quite know Anchor mike and same people know this brand is come from Fonterra Company. On the other hand , for my assessment I would like to aim at P&G company and force on the product for example , Tide , OLAY and others. This article helped me understand what’s they are difference. Anyway thanks JiaLe and you choose a good article.
Rescooped by ZhiPeng Zhang (1132255) from Milestone 1!

How To Connect Your Business Objectives To An Effective Social Media Marketing Strategy - Business 2 Community

How To Connect Your Business Objectives To An Effective Social Media Marketing Strategy - Business 2 Community | consumer engagement |

RT @SVPartnerCo: Keep your business objectives in mind to create an effective social media marketing strategy.

Via Abdulrahman Arif (Saudi), JiaLe Wang (1132222)
ZhiPeng Zhang (1132255)'s insight:

This article is talking about the benefits of social media marketing strategy and how to achieve the goal of social marketing strategy. There are four steps to succuss the goal. Firstly, it is set up a objective to achieve for the business that is helpful to analysis the business. Secondly, to choose hight goals of social media to achieve the goal, that increase the rate of succus. Hight goal media might help for marketer to achieve the goal which the high rate for the other business. Thirdly, choose a appropriate social media are more helpful for business to catch the goal, for example, like George’s Pie in McDonald’s, they post the advertisement on facebook and twitter. Also some of consumers post the feeling and experience about eating the George’s Pie that make the George’s Pie are popular in New Zealand. Lastly, monitor the result after the social media marketing strategy that feed back from the result and analysis the action. 

Rui Dong (1248713)'s comment, August 21, 2013 4:49 AM
Thanks this is a good article and the article gives clear understanding on how to effectively use social media tools to grow your business or your brand. 4 steps are: Define your business objectives; choose relevant social media goals and pursue an appropriate social media marketing strategy and Monitor your audience/track results. Those steps provided to help businesses strategize their social media pursuits. I personally agree that being strategic about using social media is vital to the growth of a brand. For example, most of famous brand using lots of ways to contributing their brand such as pizza- hut. Pizza-hut Company use advertising on TV, magazine, face book, mobile technology and a commercial break. So all of those are use social media to growth brand. And I believe this is the good way to contribute product because most of people enjoying visiting in the social technology world.
Chenghao Shen's comment, August 21, 2013 6:42 AM
To achieve specific business objectives, you have to connect your business objectives to an effective social media marketing strategy.
A social media strategy is of great importance. Four steps are provided and it is likely that you have a better shot at achieving your business objectives as long as you follow them. First, define your business objectives. To make your business objectives perfectly clear must come the first. You may ask question like "what do you hope to achieve in the short- and long-term?". Anyway, your objectives should be unique and require an in-depth, meaningful analysis of your business. Second, you should choose relevant social media goals. You’ve got to pursue social media goals that relate to your unique objectives. Third, pursue an appropriate social media marketing strategy. The best social media tactics are those correlate directly to the social media goals you have in place. At last, don't forget to monitor your audience or track results. Always make sure that you keep tabs on what customers say and measure the effectiveness of your social media strategy through analytics.
ZhiPeng Zhang (1132255)'s comment, August 22, 2013 7:32 AM
good article and nice comment for 4 steps about how to achieve the goal with social media marketing strategy.