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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | Integrated marketing communications | Scoop.it
Bronson Lester's insight:

The need to connect with your consumers on an emotional level is so true. In the article it states, “everybody feels (emotions) before they think (rational decision)”.  So with this in mind from and marketers or sales point of you if you are able to connect with the potential consumer on an emotional level first and foremost the ease of building a strong relationship will be much easier. One other thing I really found that hit home in this article is something I have heard from peers, teachers, lectures, and even family members is KISS (Keep It Simple Stupid). This is so true and with the internet being so accessible now consumers are not stupid and they know if you are trying to scam them.

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JENNYHA's comment, August 22, 2013 4:03 AM
This is a great article to read, it gives some idea about how to measure whether the company has a right marketing strategy. For every company they must have a goal, well you might think of profit, what I mean is something else, that has nothing to do with the profit, but it increase the awareness of your brand. For every business or brand, the first thing to do is communicated with consumers in order to gain the brand awareness and knowledge of consumer about the brand. When you create an objective, it make easier for you to measure your successful.

I think it would be really interesting to see ads that utilise the 'Get Physical' guideline the article suggests. It would be cool to see mass produced ads that play on touch, smell and taste! Maybe we'll start getting furry billboards, or edible print ads!
Josh Leuenberger's comment, August 22, 2013 8:13 AM
The article discusses how companies trigger the emotions of their customers, as @Curtis Milner has stated that humans in general do have emotions and when making a purchase emotions can have an affect on the responses of a purchase. I like how you have stated that customers associate moments or memories with brands. How a rand can make you feel or remind you of how you felt at the time. The article showed how business and customers better interact in 10 steph or guidelines which I think could have been further explained in Curtis’ response to the article.
Enele Westerlund's comment, August 22, 2013 7:40 PM
Your insight is spot on, where everybody 'feels' before they 'think'. I agree with the article where sight and sound is definitely overused with most campaigns. I like the points raised where keeping it close to home, relevancy, and making it memorable are important factors. It also didn't occur to me, until I read it, the point of not leading with price.
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The Importance of Branding Your New Business - NYTimes.com

The Importance of Branding Your New Business - NYTimes.com | Integrated marketing communications | Scoop.it
Here's why early branding of a small or emerging company is key to business success.

Via Mike Kirkwood, Bronson Lester
Bronson Lester's insight:

This artice tries to underline the importance of branding for a new business but i feel it also show the importance for a brand to hold true to what its brand stands for. Like stated in the article:

 

"A brand is a company's face to the world. It is the company's name, how that name is visually expressed through a logo, and how that name and logo are extended throughout an organization's communications. A brand is also how the company is perceived by its customers -- the associations and inherent value they place on your business."

 

At an early stage if the brand is unaware of what or who it is how will it be able to get its message across to its consumers.

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Wu Meng's comment, August 21, 2013 6:56 AM
This article shoes how the company product brands face to the world. The company name, logo how through an organization communications. Branding is also describing these same attributes for a company's products, services, and planning. Such as Apple product, it is simple and clearly designs.
Duncan Robertson's comment, August 21, 2013 8:42 PM
This article as Bronson has stated outlines the importance of branding a new business. Its the head start you need to get of your business in order for consumers to recognize it. The way you present your brand first off, is the vision that consumers will always see and it will become the face of the company as outlined in the definition in the article.
C hu ck's curator insight, May 14, 2014 6:28 AM

This article clearly describes how the branding is a key to business success, especially for new businesses. In general, the branding expresses what a business is, what it can offer, and why the business exists in the first place. The value to business of owning strong brands is incontestable (Clifton et al., 2003).
For a company, the brand is first and foremost the company's face to the world. It is about the name of the company, the logo, and the communications in the company. The brand is also about how the company is perceived by customers. Lastly, a brand is a promise and a reason for the existence of an organization. With a clear band, the company can convey its key audiences, including customers, shareholders, employees, necessary information regarding its products, services and projects. 
Therefore, for a new business, except for funding and product development, branding is also very important at the initial stages and the stages of building its reputation. A successful band should be simple but symbolized and memorable.

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Integrated Marketing Communications | Social Media Today

Integrated Marketing Communications | Social Media Today | Integrated marketing communications | Scoop.it
Think about it this way: It used to be you'd have a crisis communication plan written and it would stay in a drawer until your PR team pulled it out the following year, dusted it off, and gave it a good rewrite.

Via NatalieHuynh, Candace Pritchard
Bronson Lester's insight:

This article looks at the way integration has developed over the years and with the development of social media how important it is to monitor and keep the consumer up to date with the important information they require. The article also points out that the traditional forms of public relations maybe dying out, there maybe no need to have a person who’s sole job is to run newspaper advertisements as the information is all accessible on the web. I feel the most important thing that can be taken from this article for any business is this quote:

 “it’s impossible to keep up, and if we don’t figure out – quickly – how to integrate and work with other departments, we’ll be left behind.”

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Michael's comment, August 21, 2013 11:37 PM
I like the article and I think you picked up on some good points surrounding the importance of social media in IMC today. As you mentioned, the article shows how social media allows consumers to voice their opinions to the brand they are/are not supporting. It's such a critical part of managing a brand and I think the article explains well the importance of not forgetting social media when trying to target consumers!
Crystal Harvey's comment, August 21, 2013 11:40 PM
I enjoyed reading this article and felt it an smoothly. this is the only articl I have read so far that describes the origins of IMC, which I thought was a great section. Like Kamal, I too enjoyed the points he made above. overall an average read, easy to understand.
kendall irvine's comment, August 22, 2013 5:38 AM
I really enjoyed this article, especially the diagram as it gives a clear insight into the different mediums that are all involved in IMC. I also agree with crystal, that kamal has chosen an article where it mentions some information on the history of IMC which others haven't and it is really important to be aware of - that how IMC has developed slowly over time and how frequent it is used now within businesses. Highlighted in the article was the technology and computer company DELL, who asked its advertising company WPP to consolidate all necessary parts of its IMC to be under one roof so they could closely engage, interact and inform to produce the best IMC result possible for Dell overall.
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Brand Management | Alerts & Reporting | Social Media Today

Brand Management | Alerts & Reporting | Social Media Today | Integrated marketing communications | Scoop.it
Nowadays a brand's reputation depends in a large part on the online activity and conversations around it.
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Andre Zareian's comment, July 29, 2013 5:31 AM
This is an interesting article as social media has allowed consumers to engage closely with management allowing them to understand more about the product and what the customer perceives to be negative and positive about the certain product, in which management can adjust rapidly. As the article states having alerts and notifications allows the management to interact closely with the consumer therefore improving the product and the service given by management. This therefore will in the long run create customer satisfaction which further generates customer loyalty. Social media such as facebook has assisted the customer-management relationship. It is also a rapid and cost effective method of gaining consumer engagement
Duncan Robertson's comment, July 30, 2013 10:47 PM
Social media is a huge tool to have within your business as the increasing rate of people using social media is incredible. As Andre stated it does bring the consumers closer to the product and the consumer has easier access on giving positive or negative feedback on the product. As stated email alerts is so important for a brand manager as it keeps them up to date with what consumers perceive of their product in which the brand manager will know what to make better and what to keep the same. With this connecting with Social media is a great tool to engage with consumers.