Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Where Marketing Ends, Branding Begins

Where Marketing Ends, Branding Begins | Integrated Brand Communications | Scoop.it

So you’ve got a business and you’re ready to push your branding efforts online. The first question you encounter is “How do I go about with branding?”

 

What I’ve noticed from my years of experience in online marketing is that you probably think branding involves the following:

 

● Logos, color schemes, and website design – What should my logo be? What colors represent my business best? How do I go about with my web design?
● Brand mentions, links, and social popularity – I have to be as visible online as possible, because this promotes brand recall
● SERPs visibility, ad campaigns, and other promotional efforts

 

If you answered any of the above, then you’re looking at branding the wrong way. The items I mentioned are all marketing tools and strategies, and they only scratch the surface of branding.

 

Russ Merz, Ph.D.'s insight:

A nice primer on the meaning of online #branding.

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:31 AM

Branding is not about designing logo,color or setting up a website, these are just marketing tools. @Ashleigh Ali

jackhalpin's curator insight, October 1, 2014 11:06 PM

The common misconceptions about the difference between marketing and branding 

Amol Singh's curator insight, October 2, 2014 11:00 PM

This article clears up misconceptions about branding

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Brandopolis - A big brand content strategy report from Distilled

Brandopolis - A big brand content strategy report from Distilled | Integrated Brand Communications | Scoop.it

A Distilled report into how the world's biggest brands make their mark online. Join us in learning about their content strategies.

 

IGITAL MARKETERS are drowning in a sea of content. White papers. Infographics. Viral videos. Blogs, blogs everywhere, nor any drop to drink. We’re all seeking patterns in this astounding array, and as a result, many marketers have read more content strategies and how-tos than we care to recall.

 

So I’m thrilled that Distilled gave me the chance to create something more nuanced: an in-depth investigation of content strategy at top brands. I come from a journalistic background, and I’m always excited to story-hunt. My goal is to give a window onto big brands playing the content game: not just a stack of tactics, but insights into why and how.

 

To research this report, I interviewed individuals caught up in brand ecosystems as well as marketers from agencies, consultancies, and the brands themselves. I’ll share hard-won stories from brands including (but not limited to) Coca-Cola, General Electric, Dell, IKEA, L’Oréal, Honda, SAP, and Facebook. I also want to thank the Distilled team: Cheri Percyand Harriet Cummings for adding their insights, and Matt Mitchell-Camp, Richard Westenra and Volodymyr Kupriyanov for their design, development and data work.

Now, to set the scene: a quick overview of content marketing basics.

Russ Merz, Ph.D.'s insight:

A very detailed investigation and discussion of #Brand Content Strategy and how the #Ecosystems metaphor can be used to describe it. 

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Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message

Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message | Integrated Brand Communications | Scoop.it

With all the social media frenzy these days, it’s hard to focus at times on what really matters: relationships, not likes, social mentions, or tweets.

 

Businesses still speak the language of positive customer outcomes: we measure revenues, customer lifetime value, loyalty, customer retention, referrals, advocacy and acquisition. All these “business” results come from growing and deepening customer connections.

 

That means growing a human element in order to scale relationships. That’s why every executive and business owner today is a Chief Relationship Officer.


Via janlgordon, Gladys Pintado
Russ Merz, Ph.D.'s insight:

Presents a very interesting discussion about the need to "scale" relationships between the #brand and its employees , advocates and customers. The concept of "return on relationships" is provocative and insightful. However, is it doable or desirable for every brand?

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Russ Merz, Ph.D.'s comment, September 7, 2013 8:38 PM
Scalability only works with very standardized and repeatable product/services. If you are a customized job shop the scalability of direct SME interaction is limited and ultimately a money losing proposition, unless you bill for it. Think about legal or medical practices where every interaction is likely to be unique.
Hans Heesterbeek's curator insight, September 9, 2013 12:31 AM

we need marketing, we need the people customers, employees, freinds. We need relationships. Relationships are build on authenticithy are build on feelings, truth. Not build on hollow frases you have to put in energy in relationships and honesty. Meeting people one way or the other 

janlgordon's comment, September 9, 2013 2:10 PM
Hans Heesterbeek I absolutely agree with you, thank you for your comment.
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The Nitty-Gritty of Brand Story Power

The Nitty-Gritty of Brand Story Power | Integrated Brand Communications | Scoop.it

There's been loads of talk about using stories for business communications—for good reason. Stories get people involved at a deeper level because they engage the senses and emotions and activate the brain. We learn more and remember better.

 

That's why stories are a great tool in content marketing. Still, understanding the power of stories is one thing; knowing how to craft them... is another. So let's delve into some practical applications of story; I'll use case studies, annual reports, and video as examples.


Case Studies: Story Power in Action

 

We learn vicariously through story. Brain research shows that reading a story about someone doing something activates the same areas of your brain as if you were engaged in those very pursuits.

 

That's powerful stuff that you can take advantage of via case studies. People can experience the value of your company's offerings by reading the experiences of satisfied customers. Readers feel the pain of the problem and the satisfaction of success. For prospective customers, a well-told story can reduce fear of taking action and increase trust in your value.



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Beginning of End For Big Box Retailers? Kimberly-Clark Tests Ecom

Beginning of End For Big Box Retailers? Kimberly-Clark Tests Ecom | Integrated Brand Communications | Scoop.it
Kimberly-Clark tests ecommerce options Warc "We're seeing significant growth in the online channel through our retail partners," Adrian Percival, senior manager of ecommerce at Kimberly-Clark UK, told Marketing Week, "and we're determined to win in...

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, March 6, 2013 12:05 AM

Wow, apparently big brands are takign the "publisher' thing seriously and are adding ecommerce and a direct buy component in Europe. Should P&G and a few other major consumer products goods retailers follow it will take a big chunk out of the Walmart-itization of the world. 

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The Psychology of a Smart Slogan - Corporate Eye

The Psychology of a Smart Slogan - Corporate Eye | Integrated Brand Communications | Scoop.it
Getting the slogan (or tag-line) right matters. Priming - or reverse priming - has a significant effect on how your corporate website is perceived
Russ Merz, Ph.D.'s insight:

Discusses the role of "primimg" in the development of memorable and meaningful slogans as one of the key tactical branding elements. 

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MeadWestvaco study reveals effects of product packaging on buying behaviour > afaqs! news & features

MeadWestvaco study reveals effects of product packaging on buying behaviour > afaqs! news & features | Integrated Brand Communications | Scoop.it
The study intended to gauge the impact of packaging on consumer purchasing behaviour, brand loyalty and overall product satisfaction.

It's not just the product quality but also the way it is packaged that influences buyers to return, suggests Packaging Matters, the second edition of the study by MeadWestvaco, a leading packing and packing solutions company. The study intended to gauge the impact of packaging on consumer purchasing behaviour, brand loyalty and overall product satisfaction. The study took the view of 7,665 consumers spread across 10 countries such as Brazil, China, Germany, India, Japan, Russia, South Africa, Turkey, the UK and USA.

Russ Merz, Ph.D.'s insight:

Recent cross-cultural research findings reveal the effects of packaging on consumer behaviors in-store and on-line.

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Branding Strategy Insider | Brand Advantage Through Brand Extension

Branding Strategy Insider | Brand Advantage Through Brand Extension | Integrated Brand Communications | Scoop.it

Not too long ago here on Branding Strategy Insider, one of my co-authors, Nigel Hollis shared three basic ways a brand can change the brand game to its advantage:

1. Expand the category

2. Disrupt the category

3. Exceed the category

I would argue there is a fourth strategy to go along with expanding, disrupting and exceeding the category. That would be to “extend” the category.

 

There are several ways for a company to extend a brand. A company can choose to manufacture or source (often from less expensive manufacturers overseas) the new category of product.

 
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William Hulbert's curator insight, November 5, 2014 8:34 PM

This article offers interesting insight into the idea of "extending" a brand with a new product category. Adding a product to the market that is similar to the existing product's category can allow the brand to capture more space in a customer's mind. This is very important in branding because if your brand is not expanding in a customer's mind, it is shrinking. Locating and targeting a new product category serves as an excellent way to provide a customer with the entire "experience", supplying a customer with products that satisfy every need within the particular category.

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What Twinkies Can Teach Marketers About Comebacks And Social Branding

What Twinkies Can Teach Marketers About Comebacks And Social Branding | Integrated Brand Communications | Scoop.it

Box of Twinkies (Photo credit: Wikipedia) Those who know me well know that in addition to being severely over-caffeinated, I also possess one of the world's best sweet tooths.

 

This was a big deal, right?

I mean we’re talking about an iconic brand here.

Well since their return to shelves a little over a month ago, their return to glory has been going well so far as documented by my Forbes colleague Michael Stone in his recent article In A Cronut-Obsessed World, Twinkies Make An Impressive Comeback.

 

“Lucky for Twinkies, Americans’ obsession with hybrid-baked goods may have helped fuel what is shaping out to be an impressive product comeback,” writes Stone.

 

Yes, he very well may have been referring to yours truly specifically with his “Americans’ obsession with hybrid-baked goods” line.

 

He astutely adds, however, that “For a brand that has been around since 1930, nostalgia can be a very powerful marketing tool” and makes reference to the “subtle, yet fairly drastic, changes to its product and marketing strategy.”

 

It is under that guise – the changes to their marketing strategy and its use of nostalgia, that I reached out to Erich Joachimsthaler, a former Harvard professor, author of over 40 articles & two books on brand strategy and the CEO of Vivaldi Partners Group, a global strategy consulting firm.

 
Russ Merz, Ph.D.'s insight:

A useful #casestudy about a rejuvenation strategy for an iconic #brand. Worth a read and as a reference keeper.

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10 Questions to Ask Before Naming Your Business

10 Questions to Ask Before Naming Your Business | Integrated Brand Communications | Scoop.it

What's in a name? When deciding what to call your company, the answer is  plenty. A business  name can be too broad--or too confining. It can be too quirky--or not  memorable enough. The challenge is to pick a name that's catchy, but also fits  well with your particular type of business.

 

Here are 10 questions to ask as you ponder various names, keeping in mind  that the choice could make all the difference in establishing your company in  the marketplace.

 

Read more: http://www.entrepreneur.com/article/226543#ixzz2TSiE8PSY

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Why Content Marketing Matters? (Infographic)

Why Content Marketing Matters? (Infographic) | Integrated Brand Communications | Scoop.it
Content is king and content marketing is a growing and trending topic. See the infographic to understand why content marketing matters. Did you know that at this point, over 88% of businesses are active on social media?
Russ Merz, Ph.D.'s insight:

Some useful stats that compares the value of content marketing versus PR/Publicity for telling brand stories and why it matters.

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7 Things to Remember When Developing a Brand | With Intent

7 Things to Remember When Developing a Brand | With Intent | Integrated Brand Communications | Scoop.it

These guidelines are intended to provide a simplified brand development process and check list. By ensuring that you follow these basics, you can avoid spending resources on tactics that don’t deliver ROI without getting too bogged-down or overwhelmed by the branding process.


Via With Intent
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