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Rescooped by David Huang from Milestone 01!

Red Bull Stratos Shatters Records—And Traditional Notions Of Marketing

Red Bull Stratos Shatters Records—And Traditional Notions Of Marketing | IMC |
For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into...

Via Enele Westerlund
David Huang's insight:

MC is a strategic business structure that aims at generating short term financial returns, and builds long term brand value. It is an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs, (Kliatchko, 2008). Red Bull is a company which has an image about extreme activities. Red Bull organized a space program with NZSA that make people interesting and exciting over the world. This program was supported through different media as Red Bull redefined the idea of content marketing and brand utility. However they are using decentralized system to deliver their message would be a question which is if they are delivering the correct message as their brand does. As a consumer as Red Bull I love Red Bull drinks personally. I believed that Red Bull is about innovation and revolution on what they do to engage all types of consumers.

Wenjing Zheng's comment, August 21, 2013 10:23 PM
Red Bull is a company that is very willing and capable of writing its own rules, and is the brand that right now defines one end of a spectrum of non-traditional branding tactics. Red Bull has been working on that identity for awhile, as I often hear people say they want to stop and get a Red Bull, not the more generic energy drink. I suspect they have cemented that position for at least awhile.
David Huang's comment, August 21, 2013 11:17 PM
personally I like Red Bull drinks and whatever they are advertising. However i think if they can deliver the correct message which matches their brand is the question. As Enele you stated that Red Bull has an image about extreme activities I believe that is true. The program makes me interesting and exciting too. Thank you.
ZhiPeng Zhang (1132255)'s comment, August 22, 2013 8:03 AM
that is nice comment for the article.
Rescooped by David Huang from Milestone 01!

Google Goes Glam With Moto X

Google Goes Glam With Moto X | IMC |

known for its utility, motorola takes a sharp turn toward fashion flair with custom-designed device. the pitch: your smartphone is an extension of who you are.

Via Enele Westerlund
David Huang's insight:

According to the article, a brand is a perception resulting from experiences with, and information about, a company or a line of products. Motorola was a leading brand company. Motorola has positioned their brand and allowed customers to design their unique and exclusive phone to represent themselves. The repositioned of Motorola attracts customers with their emotion and individuality to compete with other brands. It is exciting to hear this from Motorola.

JENNYHA's comment, August 18, 2013 8:26 AM
This is a really cool idea. Brands are always having to be innovative to stay ahead and differentiate themselves from similar brands. I can imagine it would be increasingly difficult to find a point of difference in the smartphone category, especially with big players such as Apple and Samsung.
It is a big surprise that they are focusing on asthetics as, like you mentioned, Google is known to be leaders in technological advances. However, I’m sure that given the expertise knowledge that they have, the Moto X will not fall short of excellent functionality. I'm excited to see what else they will launch in the future.
An emotional connection is really important between consumers and products. Taking part in the production and labour of something does form an emotional attachment but do you think that people will feel closer with their phone just because of the way it looks? I'm really attached to my phone for its functionality and the content on it-not because of the way it looks. And for this reason, can Google afford to emphasise less on technological benefits?
I think smartphones usually come in plain monochrome colours because they are safe and timeless. Sometimes people grow tired of customised things that were once cool but are only a momentary trend. Is it possible that consumers will become less emotionally attached with their Moto X if they become bored with their custom design?
Blake Holmes's comment, August 21, 2013 3:02 AM
Another article I really enjoyed reading. This article resonated with me particularly as being the owner of a smartphone, I was initally reluctant to purchase one due to the widespread purchasing by countless other consumers. Iphones which are virtually indistinguishable from one another, are a product that has such a widespread use, individuality is a concept that would seemingly never be synonymous with its ownership. The way Motorola has positioned their brand as allowing the consumer to design a phone that is exclusive to and representative of an individual is an idea that I am very excited by. The article and your insight are especially relevant to the class content of brand and brand management as this example demonstrates a brand that has detected an issue with a booming market and repositioned themselves to appeal to consumer individuality, emotion, and compete with brands such as samsung and apple who dominate the market yet are lacking in their ability to fulfill this 'individual' product idea. The article just goes to show how effective brand image is for connecting with consumers and fulfilling consumer expectations. It is adaptations like this that I believe demonstrate excellence as it shows a company's ability to distinguish themselves through innovation in a highly competitive and saturated market environment. Your insight was great to read and I completely agree with all of your assertions. Thanks
Wenjing Zheng's comment, August 21, 2013 9:14 PM
Nowadays, companies are using technology innovation to differentiate themselves with their competition, but the brand management can be a key point to make that success. There are a large amount of people are using Samsung and Apple, this is hard to make a connection with those people that are advocate. They believe in Apple or Sumsung. However I am excited to see how can they deal with this and bring something new in the future.
Rescooped by David Huang from Milestone 01!

Emotional Marketing: What Makes Buyers Buy - Business 2 Community

Emotional Marketing: What Makes Buyers Buy - Business 2 Community | IMC |

Via Enele Westerlund
David Huang's insight:

The article has a small test on emotional and rationalization occur in our neo cortex and limbic system respectively. Most emotional marketing strategies can be influenced and incorporated visuals and storylines. There is an important value provided by emotional marketing in B2C markets as people are real and they can be connected and engaged.

Blake Holmes's comment, August 21, 2013 2:35 AM
Hi Enele, Great Article. I was particularly interested by the insight into the Limbic System and affective processing for emotional response. The article differs to mine in this respect as it not only discusees the importance of emotional response in consumers, but how this response is generated from a cognitive perspective which was both helpful and informative to read. I agree with the listed components of marketing communications most effective for stimulating consumer emotions. Effective visuals which are discussed in your article i feel are extremely relevant and i too discussed this facet in some depth. Also i really enjoyed how you made your insight personal through relating your own preferences in your discussion of what would capture your attention. Overall your insight was concise, informative and summarised the key points of the article very well. Thanks
Wenjing Zheng's comment, August 21, 2013 8:20 AM
this is a really good article, it discuss the importance of the emotional response in consumer for a company. sometimes emotion of a consumer effect on their consumption of the brand. for example :hell pizza,some people feel offence from its ads,which might leads them have a bad emotion about the product and stop from buying it.
JENNYHA's comment, August 22, 2013 3:35 AM
I agree with your last insight; consumers like to be entertained with images and video. Sometimes there just isn’t enough time to read a long list of words. The most compelling way of entertaining consumers is to make the content relatable. Most commonly when something is emotional, consumers can relate to it.
Do you think B2B markets would prefer facts and numbers since it’s more of a professional and straight audience.
Rescooped by David Huang from IMC Milestone 1!

Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...

Via Yuhang Wei
David Huang's insight:

Five elements including experience, connection, engagement, advocates and promise should be considered when creating and managing a brand. Experience is very important since it can influence the consumer and shareholder then changes the branding strategy for better experience of consumers. "You should think through the process of creating an ongoing customer and stakeholder experience". The other elements are based on how the experience is processing.

Anna Kong's comment, August 22, 2013 8:47 PM
I agree with Gibson, great article it's interesting and gives a good idea on what brand management is,
Matthew Randrup's comment, August 22, 2013 10:08 PM
i agree with ahmed that social media is highly important in getting consumer engagement with the brand. I like the mention of the five elements as this can be used as a format to create this connection.
Shichi Zhong's curator insight, May 14, 2014 12:27 AM

Short article but very helpful. 5 elements include: experience; connection; engagement; advocates; promise. The first one is experience which is the most important element in brand management. "you should think through the process of creating an ongoing customer and stakeholder experience", as a brand manager you should keep thinking about how the experience could influence the consumers/shareholders then can easily change the branding strategy for better experience of consumers. Other 4 elements are pretty much based on how the experience is set up.