Personal branding in very crucial for businesses, to introduce their product to consumers. Whether it is a brand new company entering in to a competitive market or an existing company that is face a downfall. Personal branding help businesses the focus on key aspects such as motivation, position and connection. This video help businesses to think about their values and the things they need to change or keep the same by answering simple questions asked by William Arruda.
The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. Coca Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands.
In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that "every contact point with a customer should tell an emotional story".
I agree with Coca Cola about moving away for creative excellence to content excellence. They have developed their brand and established it well in the world. They are looking at ways to stay on top of other competitors; it is very smart of them to make sure their consumers are happy with the product and how they can connect with audiences. By creating the brand and establishing the brand does not mean long term profit or customer loyalty. It is how the business continues to market the brand that results in customer loyalty and profit. Coca Cola that identify this and made it their focus to create a strong customer loyalty with their audience; making sure the consumer shall never drift away from the brand and company.
These basic brand positioning components are the key elements for any business to be recognise, noticed, and remember by consumers. to be able to stand out from its competitors companies should adopt these techniques to generate customer loyalty and profit. Using example such as Cadbury and Dominos pizza are a great way to help get the idea to other companies of connecting with their consumers on a more emotional ground and highlighting the unique features in an exclusive manner.
Samsung spent nearly $20 million on Oscar TV ads and part of its sponsorship included getting its Galaxy smartphone integrated into the show. The bet paid off when host Ellen DeGeneres used the phone to take a selfie that was retweeted nearly 3 million times.
This is a good way to promote the brand to the public. In today's world technology is what connects the world together we are able to be in one place and know what is happening at the moment in another place or country. As time goes by we find new ways of creating products this can be a benefit for the company to make profits and at the same time it can be a problem since there are more competition. Digital television helps us record and pause live television at the time it aired so that we can skip through all the advertisement and watch the show without any interruptions . Samsung wanted to promote their smartphone brand to the public, hence they made sure that their brand is promoted during the Oscars commercial breaks. Only a handful of people would watch all the advertisement, hence to make sure that an awareness for the brand is created they made sure that the products were being used by celebrities during the Oscars. Lets face it if we see a celebrity like Jennifer Lawrence using a Samsung smartphone we would want to own a samsung smartphone as well since we would want to keep up with the trend that is created. Samsung is smart to sponsor the Oscars with their smartphones since it benefited them to attract a larger mass of audiences. They basically created a ripple effect when people saw their celebrities using the device that they need to own as-well. Also it is a great way to get people to recognize the brand.
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