Consumer Engagement and Brand Management
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Consumer Engagement and Brand Management
Important aspects for growing Brand Equity
Curated by Joshua Iles
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How to use social media to understand and engage your customers

How to use social media to understand and engage your customers | Consumer Engagement and Brand Management | Scoop.it
With the role of chief marketing officer evolving, Corinne Sklar explains how companies can use social media to mobilise customer engagement
Joshua Iles 's insight:

Consumer engagement is an important factor towards the growth of brand equity. Creating a relationship between consumer and brand has never been as easy due to the recent development of social media marketing channel; a direct link influencing emotional relationships between brands and consumers. This article states that up to 80% of businesses using social media websites to advertise are not capitalizing on consumer engagement opportunities. The suggested course of action - put the consumer first. IMC concepts can be applied to their efforts by using an integrative perspective, focusing on communication techniques in order to get their message to the consumer. As opposed to simply promoting a brand through social media, businesses need to communicate to consumers effectively in which consumers have the authority to communicate back, creating a two-way communication channel. Feedback is crucial for any brand growth, and social media makes such a task easier for both the consumer and brand. Businesses need to focus more on listening to customer feedback in order to ensure full engagement surfaces. If customers want change, using social media through blogs or discussion boards enables consumers to voice their opinions. Businesses are put into a position to alter their brand to meet consumer criteria; consumers can grow content with the effort the brand has made to meet their needs, and the emotional bond between the consumer and brand will strengthen, which all feeds into the continual growth of brand equity.

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Etain Chow's curator insight, August 1, 2013 6:18 AM

Consumers have changed over the years, and are no longer satisfied with what marketers feed them. Instead they are constantly searching for information regarding products and services, which cements the likelihood of purchasing or not. This habit affects big purchases to small petty buys, i.e. purchasing a car to purchasing the cheapest groceries available. The biggest change being interactive communications instead of the traditionally passive. 

 

Consumers nowadays want to be a part of a brand's growth or brand's story. It enriches them and builds loyalty, because instead of just being a consumer of a brand, they become a part of the brand. This instinctly grows a bond between both, and is integral to a brand's longevity in today's competitive market. Long gone are the days of marketers singing praises, now marketers need to engage consumers in every message communicated. 

Haifeng LIU's comment, August 1, 2013 6:36 AM
By using social media, it is not only the technology should we care but also people who are responsible for it. Connections between companies and customers are built by employees using technology as a weapon. Social media normally is to interact with people; it is not only just technology. Last point, customers’ advocate brings advantages to companies as well as gain businesses brand in the marketplace.It is true that social media is a powerful way to connect with customers,to discover their needs and to respond to their complains.
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When life gives you lemons, redesign your packaging :: StopPress

When life gives you lemons, redesign your packaging :: StopPress | Consumer Engagement and Brand Management | Scoop.it
Joshua Iles 's insight:

Most New Zealanders are familiar with the L&P brand; it has been on the market for over 100 years, and is (famously) billed as being "world famous in New Zealand". L&P has managed to create and maintain brand loyalty over the years; but with age, it is important that L&P implements brand management in order to remain relevant in today's market. A complete brand overhaul may have proven too risky, especially in a small market like New Zealand. Integrated marketing communication components were evident in L&P’s decision to update their product design; the facets of their brand must remain modern and relevant in order to create brand awareness for the younger markets, whilst still maintaining their well-known brand image for consumers of old, in order to maintain their brand identity here in New Zealand. New packaging maintains the classic L&P logo and slogan familiar to loyal consumers, with an altered colour scheme designed to stand out and be more appealing for new consumers, in order to create emotional bonding between their brand and their consumers.

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Chelsea Tidswell's curator insight, August 7, 2013 5:05 AM

Many companies tend to change their logo or packaging quite extravagantly over time once a product starts to become old or outdated, but it is great to see that L&P are sticking with their original logo. Although it may be slightly modified, it is purely a modernised version, yet still uses the same colours that all Kiwi's recognise. They are a company that can simply sell themselves as every New Zealander knows it as a classic Kiwi drink.

Janis Wu's comment, August 7, 2013 10:56 PM
I agree with your point. I think the packaging or logo itself is very important. Brands should know that while customers making decisions to purchase, they always select the brands that they are familiar and purchase the ones that catches their attention first, especially low-involvement categories.
Tegan Thomas's comment, August 12, 2013 8:09 PM
L&P is a well known brand throughout New Zealand and when people come from a different country they are wanting to try the products that we claim are our very own Classics. Packaging and the logo are extremely important aspects of a brand and they are two things that people shop for. I agree with your point wholly Chelsea, that the drink sells itself.
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The art of storytelling - Deloitte Customer UK

The art of storytelling - Deloitte Customer UK | Consumer Engagement and Brand Management | Scoop.it
Storytelling has never been more important. So a recent visit to the Hayward Gallery’s exhibition, ‘Invisible: Art About the Unseen’, made me think. The exhibition exhibited nothing.
Joshua Iles 's insight:

This article addresses brand “story-telling”; marketing a story to the consumer in order to obtain their trust, create an emotional connection and etch their place inside a consumer’s memory bank. This implements IMC components; creating brand awareness by making a brand more memorable to an consumer, as well as crating a brand image through associations consumers can relate to from their personal experiences. The power of social media is also discussed; the connection between brand and consumer can be grow further through consumer engagement, in this case connecting via social media websites, to share thoughts and feelings towards the brand - not only to other consumers, but directly to the brand itself, creating an emotional bond which could further fuel brand equity.

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Easter Greig's comment, March 21, 2013 9:35 PM
I do see how story telling can, if used correctly, create strong relationships between brands and their consumers. My view is that this article doesn’t cover deep enough into the extent brand storytelling can help build upon customer feelings and emotions, let alone use enough examples to back up the theory. Your insight, however, brings to light the strengths of storytelling for consumers; they can relate to what has being presented to them. An example I can think of is how Kiwi Bank continues to build relationships with their consumers by promoting their “Kiwi-Owned” status and advising customers not to fuel overseas economies by banking with other banks. Creating their story about being New Zealand owned and being an underdog in the banking market helps consumer relate in terms of NZ as whole being an underdog to our neighbours Australia. Storytelling can definitely help a brand build their identity towards their consumers. Not a great article, but great points addressed.