IMC 2013 Victor Stonex
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Spotify gets serious with a new, streamlined logo

Spotify gets serious with a new, streamlined logo | IMC 2013 Victor Stonex | Scoop.it
Spotify has debuted a redesigned logo with less bounce and more gravity, as the company moves to reach a wider audience and expand its services. The subscription streaming service's old logo used...

Via Sylvain Leroux
Victor Stonex's insight:

Spotify creating a new symbolic logo as it specifies a more approachable market strategy. As the Spotify expands professionally, the logo will be representing the company as a large industry throughout the market realm, helping its audience to recognize the logo, and deliberately think of Sportify.

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Olivia Gibb's comment, May 8, 2013 9:46 PM
Its a good move for sportify creating a logo that is neater and more linked to their brand image however changing a reconigsed brand logo can also have negative impacts on consumers as they are more familiar with the old brand logo and adding a new one may cause for confusion in consumers
Sarah Daniel's comment, May 9, 2013 9:52 PM
While I do agree that changing a brand logo can have negative effects, I also think that in this particular case it is still similar enough that consumers will still see it as recognisable. Thank-you Victor for your insight into how this will benefit the company due to its representation of the company as a larger industry. Personally, I prefer the old logo but I still would agree that it is beneficial.
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63% of Advertisers Say Brand Marketing Spending Will Increase in 2013

63% of Advertisers Say Brand Marketing Spending Will Increase in 2013 | IMC 2013 Victor Stonex | Scoop.it

A recent Nielsen study has found that 63 percent of brand advertisers expect more money to be spent on brand marketing in 2013.\n (63% of Advertisers Say Brand Marketing Spending Will Increase in 2013 by @jamesdohnert

Victor Stonex's insight:

This is a decent approach for marketers to demonstrate its ads through social media, in terms of marketing strategy. As shown in the Nielsen report, companies will be able to gain business opportunities, and chances of economic growth. Doing this will allow other companies to follow, using the same method, and a steady build of consumers will increase the company’s brand recognition.

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Olivia Gibb's comment, May 8, 2013 9:41 PM
I agree but also from using direct response marketing will allow for consumers to be able to frequently connect with the brand hence increasing brand reconigition and awareness
Sarah Daniel's comment, May 9, 2013 9:38 PM
Brand recognition and brand image is so important that this approach will definitely be to an advantage. You make some good points about the use of this method trending with other companies following suit.
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How Brands Use The Psychology Of Color To Manipulate You #marketing

How Brands Use The Psychology Of Color To Manipulate You #marketing | IMC 2013 Victor Stonex | Scoop.it

Some brands are instantly recognizable by a single color. For example, the Tiffany blue box is universal (test your knowledge of trademarked colors by taking this pop quiz).

 

The color a company uses to brand itself conveys how trustworthy they are to consumers, the quality of their products, and much more.


Via Brian Yanish - MarketingHits.com
Victor Stonex's insight:

I highly recommend the importance of color imagery, showing an appropriate way in advertising a company's brand; such as, using the color red, in order to capture the brands attraction to an audience. Trademark colors, like the 'Cadbury' chocolate company also has a significant purple color as its own particular marketing image.

 

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Brian Yanish - MarketingHits.com's curator insight, December 29, 2012 2:09 PM

Great article showing why color can play a big part in telling a brand's story.

Olivia Gibb's comment, April 7, 2013 6:44 PM
I agree that colour is a big part in creating brand image it not only allows the brand to portray the meaning of the brand but allows them to be able to connect with their target market by the use of colours used in the brands logo
Sarah Daniel's comment, April 8, 2013 7:05 AM
Yes, colour is definitely a large aspect contributing to brand image. There are automatic associations that brains make with different colours and it is important to factor these in when designing a brand as it will directly reflect on the business - it is important that the message shared through the brand colour is directly connected to the message put out about the business through all other outlets so as to provide a unified and integrated perspective of the business for the consumer.
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Plain packs for Australia smokers

Plain packs for Australia smokers | IMC 2013 Victor Stonex | Scoop.it
Anti-smoking campaigners celebrate as Australia becomes the first country in the world to introduce plain packaging for cigarettes, the BBC's Duncan Kennedy reports.

Via Osocio
Victor Stonex's insight:

The ones who are most effective in plain packaging are the British American Tobaccos company. With the new plain package law put into place, the company will no longer have its brand advertised on its cigarette cases, making the company unrecognizable for its business. Though the new plain packages may help people be aware of the dangers of smoking, others who intend to continue will still leave profit in company.

 

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Olivia Gibb's comment, March 20, 2013 7:10 PM
Plain packaging on ciggarette packets in Australia is a great way for the Australian government to try and control the tobacco industry. From a marketing perspective however the marketers of products are now going to find this extremly hard to be able to differentiate there brand from others making the marketing of their product limited.
Sarah Daniel's comment, March 20, 2013 7:37 PM
This new law makes it incredibly hard for cigarette companies to build up brand image and loyalty. Aside from the ingredients and their rand name (which is written in standard print) there is nothing that distinguishes one brand from another.
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Coca-Cola Says Social Media Buzz Does Not Boost Sales ...

Coca-Cola Says Social Media Buzz Does Not Boost Sales ... | IMC 2013 Victor Stonex | Scoop.it
According to AdAge, Coke's senior manager of marketing strategy Eric Schmidt (no relation) warned his audience at the Advertising Research Foundation's Re:Think 2013 conference not to read too much into the bombshell ...
Victor Stonex's insight:

Coco-Cola making an apperearance in the social media shows how it is improving to engage with its customers today; however, since the company is finding it difficult to advertise its sales online, it maybe because the comapny is viewed most often through television and printed advertisment. Perhaps its audience does not need to be interested in Coca-Colas new advertising through social media because the company is already a well known global product to which many of its customers are aware of.

 

 

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Olivia Gibb's comment, March 20, 2013 5:09 PM
However coke in NZ has created quite a unique marketing campaign in the forms of putting the names on coca-cola bottles which had a big success driving people to use facebook in order to vote for the names we wanted to see on the bottles. This is quite suprising to hear coca cola say that they don't have a buzz in the social media. This could be because coca cola is already a well known brand customers are already engaging in this via TV and print ads.
Sarah Daniel's comment, March 20, 2013 6:42 PM
Being such a huge company, Coca-Cola has a reputation that precedes most advertising that they do. Therefore I wonder if their statement is too generalized as I can see how it may not apply to Coca-Cola specifically.
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Beastie Boy bans brand Sabotage | News | Marketing Week

Beastie Boy bans brand Sabotage | News | Marketing Week | IMC 2013 Victor Stonex | Scoop.it
The late Beastie Boys member Adam Yauch banned posthumous exploitation of his creative output and fame for ads.

"Yauch, who died of cancer earlier this year, used his will to prevent marketers from ever gaining access to his music, image, name of any other part of his considerable creative legacy."


Via k3hamilton
Victor Stonex's insight:

Adam Yauch expression displays how marketers today rip-off other musicians in order to increase its recognition, using a recognizable music track. Marketers need to considerate in using other musician’s tracks as this would be a manner of stealing property; therefore, they would need to use other methods in capsulation towards it audience.

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Olivia Gibb's comment, May 8, 2013 9:44 PM
This brings up a good ethical issue in which is using peoples names, images and music after they die for the purpose of advertising. It was interesting to see apple mentioned in there as being one of the world biggest brands. Would like to see the advertisment!
Sarah Daniel's comment, May 9, 2013 9:44 PM
I agree with Olivia that this really brings to light a major ethical issue but also how marketers can be stone walled. Marketers are expected to be creative but their creativity can only stretch so far, they need the input of musicians, artists and the like in order to make their creativity work. However this being said, it always needs to be done respectfully and with permission.
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Auto brands unite to promote electric cars to sceptical consumers - Marketing

Auto brands unite to promote electric cars to sceptical consumers - Marketing | IMC 2013 Victor Stonex | Scoop.it
Auto brands unite to promote electric cars to sceptical consumers Marketing Several manufacturers, including Toyota, Nissan, Vauxhall and Renault, have launched high-profile electric car models, but take-up in the UK has been disappointingly slow...
Victor Stonex's insight:

It is vital for auto brands to link themselves to its government in sale support for the new environmentally approved and suitable electronic vehicles. Government funding will generate the companies advertising campaigns; therefore, encouraging consumers to increase purchases in the auto brands products and decreasing the affordability.  


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Olivia Gibb's comment, April 7, 2013 6:39 PM
also the ads will need to change consumers behaviour in order to change the perception they have on eletric cars from as they say "novel to normal" and the need to encourage consumers to buy this kind of car. The communication process in which they portray these cars in their advertisments will be the key to a successful or unsuccessful campaign
Sarah Daniel's comment, April 8, 2013 8:16 AM
It appears that consumer attitudes are not what they ought to be for this model to do well. I agree that the links with local governments, getting their support to co-fund the campaigns will be greatly beneficial.
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Budweiser Extends ‘Happy Hour’ Each Time A Beer Is Bought - DesignTAXI.com

Budweiser Extends ‘Happy Hour’ Each Time A Beer Is Bought - DesignTAXI.com | IMC 2013 Victor Stonex | Scoop.it
Budweiser Extends ‘Happy Hour’ Each Time A Beer Is Bought - DesignTAXI.com (Budweiser Extends ‘Happy Hour’ Each Time A Beer Is Bought #marketing #werbung #advertisment #idea via @designal_de http://t.co/tPOAQd4m...)...

Via VERONICA LESTER
Victor Stonex's insight:

Budwiser has shown a new fashioned way in advertising. This way, Budwiser can increase its product in bars, especially during ‘Happy Hour’. As Customers use the branded Budwiser Machine to extend Happy Hour, its brand will help accumulate more awareness in the company’s image.  

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Olivia Gibb's comment, April 7, 2013 6:49 PM
This is definatly a effective ad to drive profits for the brand by allowing them to extend the hour happy hour goes on for by everytime a beer is brought a extra minute is added to the time happy hour is for which encourages consumers to keep buying their product in order to connect with the idea happy hour will last for more longer creating a succesful brand image of budwiser trying to help their consumers get cheaper drinks for longer
Sarah Daniel's comment, April 8, 2013 5:55 AM
I agree that this is effective. Budweiser has successfully created a way to monopolize purchases made during happy hour by empowering customers with the opportunity to make Happy Hour longer just by choosing to buy a Budweiser. This also extends out the buying time in which customers spend purchasing their product - it causes a cycle in which the customer buys the product to extend the time and because the time is extended they have time to buy more of the product which in turn extends the time yet again.
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Marketing in the Digital Era

Marketing in the Digital Era | IMC 2013 Victor Stonex | Scoop.it

Is the current proliferation of technological innovation, digital communications, and social networks a fad or will these developments have a long-term impact on marketing best practices?


The evolving innovation in the digital space is increasingly impacting participants in the space. Marketing is also undergoing a digital revolution, with traditional marketing being integrated, if not replaced, with new digital marketing tools. Companies’ ability to effectively integrate social media and marketing has become a new key success metric.


How important is the role of social media in the digital era? MIT Sloan Management Review published an article in September 2012 about a study conducted by Bazaarvoice among 100 CMOs. According to the study, over 82% of the CMOs believe social data has a measurable impact on brand awareness, while over 89% of the CMOs said that social data has influenced their decisions.


Businesses across all industries are starting to understand the value of embracing social media. Customer-centric businesses are using digital marketing tools to integrate social into their businesses with a focus of providing engaging quality content and experiences for customers across all platforms. Companies that engage in a two-way communication with their customers utilizing social media are the ones building loyalty among customers, and enjoying other benefits, such as increased website traffic, and opportunities for monetization.

 

Coca-Cola is an example of such a customer-centric brand. The company built a highly successful digital social media marketing campaign around the 2012 Super Bowl. The Super Bowl became the third biggest second-screen Social TV event ever, with 12.2 million social media comments made across all platforms during four hours of the game.


Coca-Cola aired its “Polar Bowl” ads during the game’s commercial breaks, showing polar bears watching the game on TV, while simultaneously engaging with Coca-Cola fans on Twitter and Facebook. Advertising Age reported that Coca-Cola’s “Polar Bowl” campaign was able to engage nine million viewers across multiple platforms during the game, while the company’s number of Twitter followers increased by 38%.


This is just one example highlighting the many ways available for progressive brand marketers to embrace the new digital era, and its many rewards and opportunities.

 

Victor Stonex's insight:

Companies using social media will definitely ensure customer loyaly to its brand. Customers can now witness how technology has expanded through new ways of digital apperance such as the Coco-Cola 'Superbowl' campaign; therefore satisfying the customers ways of viewing the companies in a futreistic marketing era.

 

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Sarah Daniel's comment, March 20, 2013 6:54 PM
I agree with you that using social media creates customer loyalty as people are becoming increasingly relational focussed. Customers are expecting companies and brands to be like friends that they can interact with.
Olivia Gibb's comment, March 20, 2013 7:06 PM
Social media is a great IMC tool to use to create customer loyalty as many consumers today use it. It allows for interactions with consumers in many ways and it does provide many reawards as technology evolves in todays current market