Integrated Brand Communications
38.4K views | +0 today
Follow
Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
Your new post is loading...
Your new post is loading...
Scooped by Russ Merz, Ph.D.
Scoop.it!

Content Curation | Social Media Today

Content Curation | Social Media Today | Integrated Brand Communications | Scoop.it

Part of a good content marketing strategy, content curation is the art of finding, selecting, and sharing the best, most relevant content related to a particular theme or topic. It’s not possible (or recommended) to share your own content 100% of the time, which is where content curation comes in. Curating and sharing topical content that’s useful to your audience associates that content with your brand and creates brand affinity.

 

Curata’s Content Marketing Pyramid nicely illustrates all the facets of content marketing and the amount of effort required for each initative. At the top of the pyramid is dense, high-value, hard-to-produce content that’s difficult to distribute, like hardcover books. Content that you produce more often with less effort is next — examples include ebooks, white papers, infographics, webinars and presentations, and short-form blog posts and website content — ordered by descending degree of effort and frequency. As you can see, curated content is the low-hanging fruit:

 

Russ Merz, Ph.D.'s insight:

A very useful article that includes 5 #infographics about #content #curation.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

6 Small Steps to Improve the Customer Journey Online

6 Small Steps to Improve the Customer Journey Online | Integrated Brand Communications | Scoop.it

If you thought social media would make the website obsolete, think again. In fact, digital media has only reinforced the need for websites. However, thanks to savvy consumers and users, the demand for better websites has never been greater. In lieu of massive redesigns and costly overhauls, there are a few things digital managers can do to ensure their website is consistently meeting their users needs.


Small Things Can Make a Big Difference Online

Recently, Tjeerd Brenninkmeijer wrote about the need for more responsive experiences, not more responsive pages, saying 

…now that consumers will experience content across any number of social, mobile and web channels — the goal should be to think about the customer, their engagement journey and what kind of content they need/want at each stage in each context.

To help facilitate effective customer journeys online, it's necessary to "optimize things like layout, message priority, language, contextual versions of content, personalization and (yes) even design based on the attributes of the particular visitor in real time." 

 

more...
MARTIN LEE's curator insight, August 9, 2013 11:37 PM

[CONSUMER ENGAGEMENT] Consumer engagement is important because a product must have characteristics that match the specifics of what the consumer wants to purchase. Part of what the consumer is buying is the personal buying experience, it is the whole package. Looking "Outside-in" is a customer-oriented approach to create consistency and efficiency within marketing communications. This article is relevant because it discusses the effectiveness of having better options as opposed to having more options when it comes to product customization. The article stresses that small visual details such as language, layout, context, and personalization can create big differences online. The article implies that without these important components, it can be difficult for companies to engage consumers with their marketing communication.

Calvin Romeo's comment, August 18, 2013 4:54 AM
I also think that consumer engagement is extremely important if not vital for business/products to match or identity characteristics that they believe potential consumer might be interested in so that they would consider purchasing those products. This article also states that having in a sense dull campaigns would not attract to many consumers and such as language, layout, and context could all have serious implications.
Kier Segui's comment, August 20, 2013 6:51 AM
Consumer engagement is important in marketing. This is because when a consumer purchases a product they are not just buying the physical product but the experience that comes with it. This article outlines the importance of online marketers meeting the needs and expectations of their consumers. After all the consumer will be buying the product but the experience of going through the process prior to the purchase will influence their views on the brand of the product. In this case a website that is easy to navigate through provides for a user-friendly experience that will make consumers appreciate the experience.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Things You Didn't Know about Online Contests | Social Media Today

Things You Didn't Know about Online Contests | Social Media Today | Integrated Brand Communications | Scoop.it

High response rates and building a great database of prospects are two key reasons to employ online contests via the web, mobile and Facebook. More than 70% of big companies will use contests in their strategies by 2014.

 

One in 3 of those contest participants will agree to receive information from your brand via email. And brands that have got a budget for the creation of their application and advertising collect 10 times more entrants.

 

This infographic from Kontest walks through many of these questions and provides insight into building Facebook, web and mobile contests that drive engagement to your brand.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Red Bull elevates mobile strategy with retail promotion using SMS, QR codes, gaming - Mobile Marketer - Gaming

Red Bull elevates mobile strategy with retail promotion using SMS, QR codes, gaming - Mobile Marketer - Gaming | Integrated Brand Communications | Scoop.it

Red Bull’s mobile strategy flies to new heights with an on-pack promotion that leverages SMS, QR codes and a mobile game to drive entries for a homemade flying machine competition.

 

The limited edition Red Bull Flugtag four-pack is on store shelves and features a QR code and a call-to-action for downloading the Red Bull Flugtag mobile game. The grand-prize winner from the game will be sent to the National Red Bull Flugtag event to watch his or her craft fly.

 

“We received more than 1,200 applications, representing every state in the U.S., for the National Red Bull Flugtag events taking place in Chicago, Washington DC, Dallas/Ft. Worth, Long Beach and Miami on September 21, so we wanted to create an additional way to not only engage our fans in the Red Bull Flugtag fun, but provide a last chance to fly in one of the events by winning the mobile game,” said Patrice Radden, a spokeswoman at Red Bull, Santa Monica.

Russ Merz, Ph.D.'s insight:

Ther Red Bull brand adds "extreme" flying game to their mobile-social promotion repertoire. Looks like fun.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Quality Not Quantity: How Advocates Blow Traditional Advertising Out Of The Water

Quality Not Quantity: How Advocates Blow Traditional Advertising Out Of The Water | Integrated Brand Communications | Scoop.it

Brand advocates are the new window display in your marketing tool box. In an age where advertising is becoming ever more fragmented, having the right advocates on board is essential for reaching your customers, as well as getting your message out to new audiences.

There is an ongoing debate as to whether it is better to invest in influencers, who have a large following but are not necessarily committed to your brand, or in advocates, who are so passionate about your product that they will rave about it to their friends for no incentive at all… but do not necessarily have the necessary wide reach the marketers are so keen on getting.

 

But why not the golden middle, the intersection of both? At BRANDERATI we coined a term advocate influencers. Advocate influencers are people who are passionate about your brand but have the ability to reach a large audience as well. And if this group of people doesn’t exist for your brand, why not create and enable it?

Russ Merz, Ph.D.'s insight:

A great discussion of how #brand #advocacy is developed and nutured.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

4 Keys To Turning Customers Into Brand Evangelists

4 Keys To Turning Customers Into Brand Evangelists | Integrated Brand Communications | Scoop.it

TO GROW YOUR BRAND, KNOW WHAT PEOPLE FIND MEANINGFUL, CONNECT WITH THEM THOUGHTFULLY, CREATE JOY THEY CAN’T LIVE WITHOUT, AND BELIEVE IN YOUR EMPLOYEES.

 

Every day, we see signs that doing business today is more complex than ever. The developed economy continues to be sluggish, with 2.4% growth in the first quarter of 2013, and injections of liquidity are commonplace.

 

That means in order to retain market share and keep up profitability, business leaders must continually look for new and innovative ways to engage their consumers. These are real, rational concerns for any organization. They are indicators of how your business is performing, but they are not why you’re in business.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Ads Above the Fold Are Not More Viewable; Why Priced at a Premium?

Ads Above the Fold Are Not More Viewable; Why Priced at a Premium? | Integrated Brand Communications | Scoop.it

Roughly half of online ads are going unseen, per various reports.

 

This is creating anightmarish scenario for advertisers who face the prospect of wasted spending while publishers are left having to reassure buyers whose confidence in the medium is shaken.

 

Google and others are responding with tools that promise to ensure advertisers their ads are being seen. One outcome of this is that the long-held assumption that ads at the top of the page are most viewed is being challenged. That’s potentially worrisome for publishers who have been selling those ads at a premium.

 

But now, there’s new evidence to that effect coming from an unlikely source. The Washington Post is going public with research showing that visitors scroll quickly on certain types of pages, and when they do, they’re more likely to see ads low down on the page than at the top.

Russ Merz, Ph.D.'s insight:

Interesting, but It is unclear how "viewability" is defined, and how it is measured? 

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Can Brands Recycle Their Web Ads for Instagram Video?

Can Brands Recycle Their Web Ads for Instagram Video? | Integrated Brand Communications | Scoop.it

instagram video has only been live for a month, but carnival cruises found a way to use it to distribute existing 15-second ads.

 

Carnival Cruises is among the latest to tap into fast-growing Instagram video, posting nine clips featuring archetypal sun-filled holiday scenes of passengers tanning and a smiling bartender mixing fruity drinks. And then sometime last week, all of them disappeared.

 

Sometime after the ads were posted, the company's marketing department removed them, believing they may have violated of Instagram's terms of service, said a Carnival spokeswoman. It's not clear that Carnival did violate the terms and Instagram declined to comment on it.The videos weren't shot using Instagram and thus were missing the sepia-toned, artfully out-of-focus aesthetic that characterizes much of its photography.

 

Some of the clips had previously been posted to Carnival's YouTube page, according to Peter Gonzalez, president of Bold Man and The Sea Media, an agency that works for the brand. Because Instagram doesn't have a built-in tool for uploading already-edited footage (it directs users to shoot and edit video inside the app), Carnival used a workaround.

Russ Merz, Ph.D.'s insight:

What do you think, a good idea?

more...
Bryan Sherman's curator insight, November 5, 2014 11:48 AM

such a great article to see how social media rules the world. aka marketing

Scooped by Russ Merz, Ph.D.
Scoop.it!

Why Mom Bloggers Are So Valuable to Brands - Business 2 Community

Why Mom Bloggers Are So Valuable to Brands - Business 2 Community | Integrated Brand Communications | Scoop.it

There is an overwhelming number of mom bloggers on the web, 4.2 million actually, and they make up a powerful content marketing army. Traditionally, mom bloggers were a separate entity from consumer brands but that’s quickly changing. Moms mention brands an average of 73 times per week and brands recognize the value of mom bloggers and their huge online networks.


Brands like Alamo Rent A Car, Bacardi, Home Depot, and Coach already leverage influential bloggers on their corporate websites or social media sites, creating a role for them in the world of big brands. The great thing about mom bloggers is their authenticity. 60% of Mom bloggers say they blog about brands they love or hate. Here we share a list of 5 things brands can gain from mom bloggers:

more...
No comment yet.
Rescooped by Russ Merz, Ph.D. from Content Creation, Curation, Management
Scoop.it!

Your Brand: The Next Media Company

Your Brand: The Next Media Company will be released in October 2013. You can pre-order now on Amazon - http://bit.ly/TheNextMediaCompany.

Via Stefano Principato, massimo facchinetti
more...
Stefano Principato's curator insight, July 21, 2013 11:53 AM

Consumers want relevance. I want relevance and you want relevance. We are inundated daily with content and media that we just don’t care about and it’s the sole reason why we create relevance filters. It’s the only we can pay attention to anything. 

Scooped by Russ Merz, Ph.D.
Scoop.it!

Lack of Strategy Slows Down Mobile Marketing Growth - QR Code Press

Lack of Strategy Slows Down Mobile Marketing Growth - QR Code Press | Integrated Brand Communications | Scoop.it

There have been rumblings within the marketing profession for a number of years as to how important mobile marketing will be for businesses. Clearly it is widely known that an ever growing number of people are using their phones for more than just making calls with approximately 40% of people in the US owning a smartphone with this increasing to 50% in the UK. These people are using their phones to check emails, check Facebook, and surf the internet, so it makes sense for marketers to specifically target this market and to look at ways to get their message out there.

 

However, partly due to the fact that only 25% of the total internet usage comes from mobiles compared to the belief that it would overtake traditional usage by 2014, it is fair to say that the growth of mobile marketing has been slower on the uptake. The reason? A lack of a clear strategy as to how to best use this new marketing tool resulting in problems developing that have then led to it not being as effective as it should be.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

FIVE KEY Questions When Creating Your Brand | Entrepreneurs Questions

FIVE KEY Questions When Creating Your Brand | Entrepreneurs Questions | Integrated Brand Communications | Scoop.it
FIVE KEY Questions When Creating Your Brand | Entrepreneurs Questions http://t.co/HUuY38S2uN #Branding #SmallBiz #Marketing #Relationships
more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Creating Great Social Content | Social Media Today

Creating Great Social Content | Social Media Today | Integrated Brand Communications | Scoop.it

One may have the best design for their social media accounts and its content but without other elements, these are not great social content.

Great design surely helps but great social media content is a mixture of much more than that as this infographic teaches us.

The infographic from Edge Media gives us two overarching tips for creating great social content.

The first tip is to “Have a great angle” while the second one tells us to “Package it well”.

Under the first tip, we have criteria social media managers should use to judge content they intend to post. These criteria can be surmised in three questions:

- Is the content informative?

- Is the content entertaining?

- Is the content different?

 

more...
JamieSpringer's curator insight, July 21, 2013 11:08 PM

I picked this article mainly because content is key in whatever you produce for either your personal brand or a clients brand. The summary of this article talks about three questions that can be asked to anyone using social media. Is the content; informative, entertaining and different. An inforgraph is also displayed in this article and it displays a great ideas of how to create unique content and how to stay away from the not so great content!

 

I personally went and looked through my social media sites and asked myself those three question. I would like to say most of my content is entertaining, but also different compared to other followers and friends that have their own social media platforms. I do think it depends on how you want to be perceieve online will depend on what content you create to. 

Scooped by Russ Merz, Ph.D.
Scoop.it!

Five Tips to Shake Up Your Next Event and Revitalize Your Brand

Five Tips to Shake Up Your Next Event and Revitalize Your Brand | Integrated Brand Communications | Scoop.it

No marketer should be complacent about branding. Even the most stable, long-lived brands can become irrelevant—and quickly. To remain vital, a brand must have a consistent flow of audience insight, gained through multiple touchpoints. One of the most effective: the live event.

 

Virtual events have grown popular as a means of connecting with target audiences as the technology behind them improves and as marketers look for ways to trim already-stretched event budgets. However, recent data disputes their effectiveness—or, at the very least, supports the importance of face-to-face networking.

 

Face-to-face meetings and events should be an anchor in any brand's marketing mix. When done right, live events are a successful technique for marketing, employee engagement, and networking. The problem is perception: So many organizations settle for outdated, unimaginative, and, quite frankly, boring events... that the reputation of live events has suffered.

 

Live events are still vital to the branding mix, but at many companies, they need to be reinvented. What's needed is an innovation mindset when approaching event design.

 

Advice abounds about the need for organizations to innovate (Amazon has 54,403 books on the subject). Executives are seeking ways to innovate employee benefits, products, and office layouts. Meetings and events must be added to that list.



Russ Merz, Ph.D.'s insight:

Tips for marketing live #events that will keep them fresh and exciting.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Digital Marketing Infographic for the Relationship Era

Digital Marketing Infographic for the Relationship Era | Integrated Brand Communications | Scoop.it

You may be in the field of digital marketing by day, but you also shop for clothes and groceries, buy insurance, maybe you own a home, and it’s likely you engage on social networks – you’re a consumer too. So let me appeal to that consumer part of your persona now.

 

When your favorite brand reaches out to you through email or mobile marketing and it’s clear that they know who you are, what you like and what you’re interested in, how do you feel? Do you feel more positive towards the brand? Do you feel like the brand values you as a customer? Are you more likely to purchase from that brand? I personally would say yes to all of the above and as it turns out, the general population tends to agree.

 

Responsys recently conducted a survey of U.S. consumers and found that personalization in digital marketing – truly understanding who your customers are and what they’re interested in – leads consumers to feel more positively towards that brand and most importantly for us marketers, makes them more likely to purchase.

 

Here’s an infographic that depicts some of the key findings of that survey.

 

 

Russ Merz, Ph.D.'s insight:

How do personalized messages from brands affect you? Are you among the 61% that feel more positive to the brand?

more...
Russ Merz, Ph.D.'s comment, July 23, 2013 4:04 PM
You are welcome Jesus.
April Squier's curator insight, February 4, 2014 5:07 PM

53% of consumers are more likely to purchase when a brand personalizes digital communications!

Scooped by Russ Merz, Ph.D.
Scoop.it!

What’s In a Name? Top 5 Influential Brands of 2013 (Infographic) | POPAI

What’s In a Name? Top 5 Influential Brands of 2013 (Infographic) | POPAI | Integrated Brand Communications | Scoop.it

The best brands are the ones people remember. They have something that every brand reaches for–influence. Influence over their key audience, everyday shoppers and consumers, other brands, and the market itself. And, according to Jeff Bezos, founder of Amazon.com (a brand actually not in the top 5!), brand companies are not remembered by what they say they are, but rather, what they do.

 

So, who were the most influential brands of 2013? We already mentioned Amazon didn’t make the cut (in spite of their founder’s solid insight into brand marketing), so who did? Check out this Friday’s infographic by Infographdesign.com from Visually, to see who made the cut, and which brands you should admire for their ability to influence, well, everybody:

- See more at: http://www.popai.com/2013/07/19/whats-in-a-name-top-5-influential-brands-of-2013-infographic/#sthash.Cgb8Fosq.dpuf

Russ Merz, Ph.D.'s insight:

Do you agree with the brands on this list?

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

5 Reasons Why Social Media Monitoring is Essential for PR - Brandwatch

5 Reasons Why Social Media Monitoring is Essential for PR - Brandwatch | Integrated Brand Communications | Scoop.it
The social media landscape has undergone a huge transformation in the last couple of years. Brands have gradually increased awareness regarding the importance of monitoring what their target audience says about them in the online environment. The incapacity of controlling what is being said on social media platforms about their products, services, staff etc. leads to a single outcome: keeping an eye on these channels and making sure that all mentions are appropriately dealt with. 

From a PR perspective, social media has always been perceived as an amazing tool of free publicity that allows direct communication with the target audiences without any external filters such as media, for example.

 

Due to the fact that PR practitioners often face the challenge of dealing with positive as well as negative publicity, monitoring social media is essential and therefore this article focuses on the main 5 PR benefits of tracking your company’s online activity:

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Woolworths’ Masters brand strategy lessons

Woolworths’ Masters brand strategy lessons | Integrated Brand Communications | Scoop.it
According to designer Hans Hulsbosch who created the brand for Woolworths’ hardware retail chain, Masters, the name was chosen because it stands for strength, intelligence and artistry. They wanted...
more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

How to pick your ideal Growth Strategy for your Brand

How to pick your ideal Growth Strategy for your Brand | Integrated Brand Communications | Scoop.it

One of my pet peeves when I was reviewing plans is when I would see "Drive Awareness and Trial" on every brand plan, whether it was a brand new product or a 100-year-old iconic brand.  


To me, picking the right strategy starts with 5 key questions:  


1) where are you?

2) how did you get here?

3) where could you be?  

4) how can you get there?  

5) what do you need to do to get there?  


But the question of “where are we?” is different for every brand and should help guide the strategies you choose.  

Russ Merz, Ph.D.'s insight:

Five key questions can help pick the right strategy.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Unilever Shampoo Gives You Hair So Strong, You Can Make Violin Bows Out of It

Unilever Shampoo Gives You Hair So Strong, You Can Make Violin Bows Out of It | Integrated Brand Communications | Scoop.it

When you hear the words human hair orchestra, don't you just imagine Hannibal Lecter conducting? Not so for this Unilever-sponsored stunt in the Philippines from JWT Singapore and JWT Manila. To show the strengthening effect of its Cream Silk hair-care line, the marketer enlisted a custom bow-maker and used human hair washed with the products instead of the usual horsehair to string four violin bows. An all-female quartet then used them to play 40 songs over four hours in a busy Manila mall. They reported no broken strands through the four-set concert, which drew more a crowd of more than 600 people. The live music's lovely, and the idea's unique, but doesn't the whole thing have a slightly creepy it-puts-the-conditioner-on-its-head vibe?

 

 

 
Russ Merz, Ph.D.'s insight:

Now this is an unusual brand claim, but is it a real point of difference (POD)?

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Instagram Video: How Brands are Using Their 15 Seconds

Instagram Video: How Brands are Using Their 15 Seconds | Integrated Brand Communications | Scoop.it

When Instagram announced the platform was adding video in mid-June, it sent marketers and consumers into an exciting frenzy on the heels of the very popular Twitter app, Vine. What could Instagram offer that Vine hadn't yet?

With more than 130 million active users, Instagram offers users more time for video content with up to 15 seconds (instead of Vine's 6 seconds) and 13 special filters to enhance each video. It even has an image stabilization feature to even out the shakiest of hands when shooting footage.

The video component allows brands another visual opportunity to tell a story instead of just through cleverly crafted static images to engage consumers.

Instead of just a photo showing behind the scenes action of a company, brands can use video to interview the CEO or employees to showcase company culture from the inside, answer consumer questions in a weekly segment or even launch new products all through this platform.

How are companies using video feature in the platform? Here are a handful of noteworthy ways brands are using this new video feature:

 

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Compelling Content: 3 Key Points from the Consumer POV [Research] - Business 2 Community

Compelling Content: 3 Key Points from the Consumer POV [Research] - Business 2 Community | Integrated Brand Communications | Scoop.it

As content marketers, we rely on research and data to help shape our current and upcoming programs: It’s what helps us benchmark, and set a budget. That’s why most marketers I know are data nerds (it’s ok to admit it; we’re all in the same boat, here). We salivate over the new Facebook Insights rollout, and crack open the latest Budgets, Benchmarks and Trends reports with more gusto than the latest Dan Brown novel.


Content marketers are also very good at sharing. We send charts or research reports to our colleagues with the simple subject line, “Read this” or “compelling content here.” We sit on panels together, happily sharing stories of our own successes and challenges. But are we equally good at listening?


This was the top question that came to my mind when reviewing CMI’s recent post, 34 Essential Research Reports for More Effective Content Marketing. Fortunately, I was able to spend a good amount of time working through this list, and was most interested in reading the research compiled on consumers. As a person who is quite passionate about community, I’m always eager to have an ear on the ground, really listening to what the voices of the community were saying. However, I often find myself wrapped up in what other marketersare doing, forgetting the incredible value I can gain by listening to the consumers themselves.


Rather than just pointing you toward some research studies you should be reading, I wanted to summarize a few key learnings I gathered from exploring the consumer’s perspective on compelling content creation and delivery.


One note: To remain as current as possible, I’ve chosen to focus only on 2012/ 2013 reports, and have excluded studies that have previously been covered on the CMI blog, including Google’s Multiscreen World report, Altimeter’s Converged Media Imperative, and Base One’s Buyersphere Report.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Mobile Marketing: 4 Use Cases for Personalized Push Notifications | The Cross-Channel Conversation

Mobile Marketing: 4 Use Cases for Personalized Push Notifications | The Cross-Channel Conversation | Integrated Brand Communications | Scoop.it

The modern consumer desires a truly personalized experience, with timely, relevant messages delivered to them through their preferred channels, placing the power in their hands. The proliferation of smartphones and the explosion of app usage have created a phenomenal opportunity for marketers to adopt and implement personalized push notification messaging strategies.

 

Mobile apps and push notifications can have significant implications on sales, as research shows 29% of U.S. consumers have made purchases from mobile devices, and Bank of America data shows there will be $67.1 billion in revenue from smartphone and tablet retail purchasing by European and U.S. shoppers in 2015. So, the time has arrived to deliver truly personalized messages to mobile devices in an effort to increase sales.

 

Let’s take a look at four different use cases for personalized push notifications, as each offers a unique opportunity to reach consumers in real-time through their mobile devices.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

A Quick Guide To Strengthening Your Brand’s Voice On Twitter

A Quick Guide To Strengthening Your Brand’s Voice On Twitter | Integrated Brand Communications | Scoop.it
Describe your best friend in elementary school. Was she fun and happy? A bratty and playful kid? You probably have a pretty strong memory of her personality, even though you might not have seen her in years… but can you say the same for your brand?
more...
Julia McFarland's curator insight, July 20, 2013 10:06 PM

This guide is free and has some interesting ideas. This is the first Twitter centric advice I've run across.

Scooped by Russ Merz, Ph.D.
Scoop.it!

HSN Rebrands To Shake Dowdy Image

HSN Rebrands To Shake Dowdy Image | Integrated Brand Communications | Scoop.it

It's been 28 years since HSN first debuted, cultivating a reputation for past-their-prime celebrities hawking cubic-zirconium baubles to housewives. But today it's a starkly different business, with partners including the likes of Coca-Cola, Disney and –- and HSN wants consumers to know that.

 

To that end, this month the network launches a rebranding, complete with new tagline, an upbeat campaign from Deutsch and a makeover of everything from packaging and fonts to sets and scripts, with the goal of reaching people who may not have shopped the network before. The new tagline, "It's fun here," replaces "There's no place like … HSN."

 

HSN may have pioneered televised sales of consumer products, but now it's working overtime to embrace the digital and mobile space, which accounts for about 40% of all sales. More than half of all new customers are coming in through digital platforms.

 

"We have a very loyal customer base," said Bill Brand, chief marketing and business development officer at HSN. "It was really time to introduce [the brand] to like-minded women who either aren't aware of HSN or their impressions of HSN were dated.

Russ Merz, Ph.D.'s insight:

But...Will it work?

more...
No comment yet.