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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How to build a global passion brand: Insights from the 2013 Social@...

Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing. 

Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority. 

Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy.

 

Russ Merz, Ph.D.'s insight:

A recent study by Ogilvy that documents the role of #emotion and #passion in building #brand #advocacy.

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The Emotional-Value Funnel | Branding Magazine

The Emotional-Value Funnel | Branding Magazine | Integrated Brand Communications | Scoop.it

Discovering your emotional-value is a fundamental ingredient to building a successful business.Your brand, by very definition, is the pathway to discovering and building real emotional-value.

 

Why? Because brands define the relationship between you and your customers. People create allegiances and loyalty to brands because they form sets of emotional expectations and preferences about brands. Brands don’t and can’t compete at a commodity level… although often they act like they do. Instead, brands compete for emotional-value.

 

Not all emotional-value is the same. There are varying depths to your relationships with your customers and each has it’s own emotional-value attached to it. Although there are myriad of ways to look at it, it’s best to unpack the concept of emotional-value in a progressive, developing based funnel. I call this the “Emotional-Value Funnel.”

Russ Merz, Ph.D.'s insight:

A thoughtful and useful framework for understanding the role of #emotion in successful #branding.

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Yangyu Wang's curator insight, August 20, 2013 3:28 PM

The article has introduced us a framework called “Emotional-Value Funnel”, which made a very depth analyses of the relationship between marketers and consumers. And indicated how important role of consumer’s emotion plays in the brand management industry.

 

It seems to me that as a marketer, when you want to make somebody buy something, the most efficient way is emotional bonding with your customers and forming a long-term relationship with them. Because Donald Calne used to say that the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions. To successfully gain emotional contact with customers, The IMC tools can be used to make contacts with customers, strengthen bonds, deliver the branding message and build customer relationships in the process of “affiliation → validation → identity.” 

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Triggering Unruly Emotions Key to Video Sharing

Triggering Unruly Emotions Key to Video Sharing | Integrated Brand Communications | Scoop.it

Make 'em laugh, make 'em weep. Triggering strong emotion is key to video virality, according to Unruly Media - but it's probably better to make 'em weep.

"Our data shows that brands need to elicit a strong viewer response against at least one psychological trigger and multiple social motivations to achieve a high share rate," says Cat Jones, director of product innovation for Unruly Media.

Unruly uses its proprietary technology to help brands and agencies predict the emotional impact of their videos, as well as improving viewing and sharing across paid, owned, and earned media.

Yesterday it released a study of the top 12 most-shared television commercials from Super Bowl XLVII, assessing the factors that impelled people to share them. Unruly looks at 18 different psychological responses (what most folks call "emotions"), from the highs of happiness and exhilaration to the depths of fear and anger. It also measures nine social motivations, including kudos (demonstrating one's authority or knowledge) and wanting one's friends to have the same experience that you had when you watched it.

 

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Brands Need Emotional Edge to Spark Loyalty | Loyalty360.org

Brands Need Emotional Edge to Spark Loyalty | Loyalty360.org | Integrated Brand Communications | Scoop.it

Brands can no longer rely on price promotions and discounting to spark customer engagement, according to Robert Passikoff, president of Brand Keys consultancy. Emotional engagement, Passikoff told Loyalty 360, is the dominant driver of purchase decisions and brand loyalty.

 

Passikoff’s company has compiled the Brand Keys Customer Loyalty Engagement Index for 17 years and he has seen the evolutionary factors that impact brand loyalty. This year’s edition comprised 39,000 participants (aged 18-65) who self-selected the categories in which they are consumers, and the brands for which they are customers.

 

Passikoff said there has been a “seismic shift” in how customers emotionally engage with products. Advertising and promotions drive consumer behavior, but “no matter how entertaining the ad, it’s extraordinarily less powerful than being able to leverage emotional aspects of the product and service themselves.”

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Norman Vaz's curator insight, August 22, 2013 9:32 PM

This article reflects upon how it is not only enough to communicate with a consumer but the product or brand has to create connection on an emotional level too. Which would be a Win-Win situation for both as the consumer would be satisfied as it would give them a reason to purchase the product not only because of a special and the brands would benefit as they would build consumer loyalty as the example of Samsung triumph over apple.

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Branding Strategy Insider | Brand Strategy And The Lovemarks Theory

Branding Strategy Insider | Brand Strategy And The Lovemarks Theory | Integrated Brand Communications | Scoop.it

Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.

 

This is the essence of the Lovemarks argument. If you want people to take action—whether for something momentous, like voting for a president, or seemingly mundane, like buying one brand of facial tissues over another—you need to appeal to their emotions.

 

Neurologist Donald Calne perhaps said it best: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”

 

How can we create the kind of appeal that makes people feel inspired or laugh or cry? First, we must realize that brands don’t just get it by asking. They start by giving love, demonstrating that they love the people who buy them. The sea change comes when brands stop thinking about their customers as “them” and start thinking about “us.” When marketers make this change, they start rewarding their customers every day with brand experiences that have special resonance in three key areas: mystery, sensuality, and intimacy.

 

Of all the potential aspects of emotional resonance, perhaps none is more important than the sense of mystery that comes from great storytelling. Annette Simmons, an expert in storytelling, puts it precisely: “When you tell a story that touches me, you give me the gift of human attention—the kind that connects me to you, that touches my heart and makes me feel more alive.”

Russ Merz, Ph.D.'s insight:

A thoughtful discussion about the role of #emotion in creating #brand resonance.

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Levi Norton's comment, August 21, 2013 8:22 PM
Responding to Elizabeth's article, Great find of relation to the importance of emotional responses I fully agree about attracting consumers through emotion as Elizabeth said the role of emotions can play in building resonance and connection between consumers and brands. In my point of view I get engaged to brands that have emotionally attached me e.g. same personality as me. I enjoyed reading this post nice work Elizabeth
Liz Reid's curator insight, August 22, 2013 2:36 AM

The Lovemarks theory is an interesting concept in relation to brand management and how brands communicate with consumers. Brands can attempt to appeal to consumer's emotions and elicit emotional responses, which in turn can lead to action, for example, purchasing a product. Brands with Lovemarks have a great deal of loyalty, inspire consumers and reward their consumers with experiences. I think the Lovemarks theory is extremely applicable to the brand created by the All Blacks. People feel a great deal of emotion and loyalty when they think about the All Blacks and this is perpetuated by the various communications that the All Blacks put forth. Emotional responses are exercised by the buying of merchandise and attending games. It is interesting to discuss brands and their communication with audiences in terms of the Lovemarks theory. Which brands elicit these responses and which do not? Are the brands that do stir up emotion more successful in the marketplace? 

Logan Harris's comment, August 22, 2013 6:43 PM
I find the concept of Lovemarks (not to be confused with hickies!) really intriguing. Creating a brand that consumers both love and respect takes a lot of effort and surely must utilise the integration of many different channels of communication. For me to love a brand I have to love everything about it - from the values it holds as a company, to the tone it uses in its communications, right down to the design and packaging of the product itself. Encouraging the 'love' of a brand goes beyond increasing the sales of the product to one consumer. Each customer that comes to love your product becomes an ambassador for it, recommending it to others above and beyond other brands. While I personally buy plenty of things I need to fulfil a need on a commodity basis, I actively look forward to making my next purchase of a brand I love!
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Wading Into the Emotional-Value Stream | Branding Magazine

Wading Into the Emotional-Value Stream | Branding Magazine | Integrated Brand Communications | Scoop.it

Understanding value is imperative to creating a successful startup.

If you fail to discover the value that you bring for real people, you’ll never get off the starting blocks. This is true whether you are B2B, B2C, B2B2C or any other combination of B and the number 2. This is true whether you offer a physical product, a fancy new app, a service or even just an opinion column in a blog.

 

Value is everything.


To discover your value, you have to wade into the value stream. As Brant Cooper and Patrick Vlaskovits put it so well in their book, The Lean Entrepreneur,

 

That is why we say that no matter what your startup endeavor is, your job is to discover the value, for whom it’s being created, and whether there’s a large enough market to support the business you envision.

 

Discovering value starts by understanding the concept of value. Value is best explained by breaking it down into three independent and highly-interconnected value streams:  The market-value stream, the functional-value stream and the emotional-value stream.

Russ Merz, Ph.D.'s insight:

An interesting examination of three components of #brand value; price, task and relationship value. 

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Knowledge@Wharton Today | How Emotions Make the Sale

Knowledge@Wharton Today | How Emotions Make the Sale | Integrated Brand Communications | Scoop.it

How do you sell perfume without giving the customer a whiff?

How do you sell high-end athletic wear capable of withstanding the toughest outdoor conditions to people who are not likely to do anything more dangerous than hop a subway?

 

nd what about the magic of dolls for little girls these days? Are sales dead in a world driven by digital gaming and other cyber adventures?

 

Four retailers who spoke at a conference in May at Wharton’s Jay H. Baker Retailing Center came up with same answer: Connect with the consumer on an emotional level, and the sales will follow.

 

Three out of four emphatically agreed that while there are unlimited ways to connect with the consumer, video has become one of the most effective tools. “If a prospective buyer clicks on a video on our website, the likelihood of an actual purchase goes up 50%,” said Lindsay Rice, vice president of direct-to-consumer at The North Face, an international purveyor of outdoor clothing and gear for men, women and children.

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Infographic: Brands, Colors and Emotion - Marketing Technology Blog

Infographic: Brands, Colors and Emotion - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Scientists have been studying the way we react to colors for many years.   Certain colors make us feel a certain way about something. As long as the  designer knows what these colors and emotions are, the designer can use that  information to help present the business in the right way. These are not hard  and fast rules but smart designers use the information to their clients  advantage. This fun infographic lays out the emotions and qualities that well  known brands like to be known for. The color psychology is only one part of the  puzzle but I think you will agree it is a very important part of  it.

 

Russ Merz, Ph.D.'s insight:

Interesting way to classify brands using logo colors and suggesting certain emotional connotations.

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