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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Rescooped by Russ Merz, Ph.D. from Brand Marketing & Branding
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How Zara Ballooned Into a Multi-Billion Dollar Brand Without Advertising

How Zara Ballooned Into a Multi-Billion Dollar Brand Without Advertising | Integrated Brand Communications | Scoop.it

A look at spanish retailer zara's unique business model -- which includes barely any paid advertising -- in the wake of co-founder rosalia mera's death.

 

One of the most fascinating things about the brand is that it became popular not in spite of but because of its lack of originality; shoppers flocked to stores to buy its catwalk copycat designs at prices that are friendly enough for nearly any budget. Here, a few more fascinating facts about how Zara over three decades ballooned into a multi-billion brand*.


Via Sylvain Leroux
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Next-Wave Content Creation Strategies for the End of the Online Ad Era

Next-Wave Content Creation Strategies for the End of the Online Ad Era | Integrated Brand Communications | Scoop.it

Prediction: One way or another, it won't be long before online ads go away altogether. Use these content creation strategies now to get your organization ready for the end of the online ad era.

 

Over the past month of speeches and appearances, I’ve heard two questions more often than any others:

When consumers finally tire of ads on the web (i.e., pre-roll, roadblock ads, basic banners), what will brands do?Once all brands have started embracing content marketing, what happens then?

What’s interesting is that the answers to these two questions go hand in hand.

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Five tips for a successful rebrand

Five tips for a successful rebrand | Integrated Brand Communications | Scoop.it

A rebranding exercise is an exciting project for any company. But it will present challenges too, not least because the process, from concept to roll-out, can take months if not years to implement.

 

The value that your brand represents to your overall company value can be as much as 15%, and in the case of a business like Coca-Cola, that figure is 50%. Getting a rebrand implemented smoothly and accurately, therefore, can have a massive impact on your business.

 

In my experience, success is most accurately measured by the implementation phase of a rebrand. In my early career at various branding agencies, I frequently saw branding projects lose momentum, strength and vitality in the implementation stage – because the process was, to put it bluntly, chaotic.

 

Implementation can cost as much as 20 times the price of brand design. If you pay £100,000 for the design phase, you’ll pay £2m for the roll-out. And, if you don’t get it right, you are going to see a disappointing return on investment.

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