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Integrated Marketing Communications Concept
The IMC Concept and the facets of a brand.
Curated by Rosaria Gordon
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New Sound Logo Further Boosts BMW's Brand Identity | Branding ...

New Sound Logo Further Boosts BMW's Brand Identity | Branding ... | Integrated Marketing Communications Concept | Scoop.it

BMW has updated it's 14-year old sound logo to a more modern and dynamic one, further boosting the brand identity across all domains.

Rosaria Gordon's insight:

This article relates to BMW's brand identity in relation to its sound logo. I like how this article touches on how rapidly technology is developing and how BMW is altering their brand identity to keep up with these changes. Acoustic branding is also known as a jingle and is created in order to strengthen a brands identity. BMW is changing their traditional double gong sound into a more sophisticated and modern chime. I believe this is an effective marketing decision as the brands sound should match the products produced by the company. An enhanced more modern sound echos BMW's continually evolving products and values. Do you think it was a good idea for BMW to update their sound, or do you think it would have been more effective to stick with their traditional sound as it is already engrained in their consumers memories?

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Erica George's comment, March 21, 2013 6:54 PM
I think that updating the sound logo is a good idea, as it coincides with the more serious and sleek image that they are conveying in the advertisement. I think that the sound logo is a minor change as the sound is only present in video advertisements, unlike the visual logo which is ever present. I think that BMW is very intuitive by differentiating themselves with a sound logo, do you think that a sound logo differentiating?
Rochelle Rhodes's comment, March 21, 2013 8:37 PM
I think this was a brave move for BMW as loyal customers may have been attached emotionally to the previous sound and changing this may have upset them or created confusion with the brand. However, customers today do enjoy the 'new' and changing environment companies have to offer, so this could be a step up for BMW. I think a sound logo is highly differentiating and really suitable for a brand like BMW. You no longer have to see the brand to be reminded and aware of it, all you need to do is hear one of their cars drive past.
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Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : BevNET.com : BevNET.com

Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : BevNET.com : BevNET.com | Integrated Marketing Communications Concept | Scoop.it

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Rosaria Gordon's insight:

I like the way this article relates to the importance of not only establishing a brand identity but also relating to and connecting with the consumers. This article discusses how the Coke Zero brand evolving from establishing its attributes to connecting with its customers. Coke Zero is taking a different approach by targeting men through its "it's not your fault campaign", as I personally relate Coke Zero with weight conscious females. Choosing this approach may open up a new window for the product and introduce men to the idea that they too can enjoy Coke Zero and Coke Zero will have their back while they do so. Do you believe this campaign will attract males to the drink, or do you think Coke Zeros focus on men will deter females from consuming the product?

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Vic Methven's curator insight, August 7, 2013 6:41 AM

In this article, Coke Zero  integrates a slightly comedic campaign to help target a male audience through the 'it's not your fault campaign' using quintessential guy moments of bonding, sporting events, humour, gaming and music. The campaign defends and celebrates guy enjoyment showing that as an entity, Coke Zero also enjoys the same things as men. The campaign successfully integrates advertising, media, social media, internet including gaming and the ever popular apps on smart phones, showing the campaign is delving into many channels to reach the target audience. As Coke Zero is usually perceived as a female product with the zero sugar appeal for weight conscious females, this campaign is set to show that it is perfectly acceptable for males to consume this drink as well, on all occasions. Coke Zero shows how to successfully use the IMC concept in communicating with the target audience and appealing the more popular product amongst females to males as well.

 

 

Chontelle Ah-Ping's comment, August 16, 2013 5:40 AM
I think Coca-Cola is such an interesting brand as they have had many successes over quite a long time span, and their marketing campaigns are innovative and creative. Coca-Cola is quite successful in their IMC and this article specifically on Coke Zero also shows this. Coca-Cola has shown that they can successfully change perceptions of their product through their use of IMC and appeal to a consumer base that wouldn’t usually associate with this product. I think that through their IMC they have been able to amalgamate their advertising and communication tools using current channels to become “relatable” to their target audience, while using aspects such as humour that help consumers process messages better.
Anna Shen's comment, August 19, 2013 11:07 AM
I like how Coke Zero have made this ad appeal to both males and females. This shows that Coke has successfully incorporated effective IMC to their campaign. I too would have perceived Coke Zero to be a female product, but I know a male friend who enjoys this product.
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Social Banking Drives Brand Awareness and Business for ING DIRECT « A Smarter Planet Blog

Social Banking Drives Brand Awareness and Business for ING DIRECT « A Smarter Planet Blog | Integrated Marketing Communications Concept | Scoop.it

By Charaka Kithulegoda It’s estimated that there are more smartphones on the planet than humans.

Rosaria Gordon's insight:

I like how this article discusses a company that not only embraces mobile banking but also listened to their customers and took it a step further by embracing social banking. This enables customers to bank straight through an app on social media networking sites such as Facebook and Twitter and I think it is such an innovative idea. They have simplified the task of banking by bringing it to the people instead of making the people go to it. They put their customers preferences at the heart of the business which in return builds customers loyalty as they feel valued. Do you think this is an innovative idea or do you think they will put some customers off banking with them as they may be overwhelmed by the new technologies?

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Erica George's comment, March 21, 2013 6:03 PM
I agree that it is an innovative idea and that combining social media and banking could be a great opportunity with younger and technology wise customers. Although I find that many other customers, and even those that are technology wise will find this style of banking intruding. I think it gives ING the image of being unsecure and not serious. Do you think style of banking can change their image? For better of for worse?
Rochelle Rhodes's comment, March 21, 2013 8:42 PM
I think this is also a very innovative idea. Banking is something almost everyone does on a weekly, if not daily basis. Simplifying this process even further to social networking is something I wouldnt have expected coming. I do agree that people may be sensitive to the security of this banking method, however if they can reassure the privacy and safety of it to these sensitive consumers then it may have a great chance of succeeding.