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Rescooped by Elizabeth Cora Hayes from Destination marketing
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Country branding in a digital age : India's portal to the world

Country branding in a digital age : India's portal to the world | Branding | Scoop.it

" India, a nation that has managed tourism country branding beautifully with its "Incredible India campaign," has managed to do the same with its "India-Future of Change" content portal. The content platform, done in conjunction between the private and government sector--presents in-depth content about India and its collaborations with other parts of the world. Sleekly designed and with a strong focus on editorial, the site also highlights the content generated by its related "Indialogues" series of talks about global innovation and creativity. A powerful example of digital media as a business and diplomatic tool for others to follow."


Via Julien Dos Reis Pedro
Elizabeth Cora Hayes's insight:

This article is interesting as it shows that branding isn't just for products and services, an entire country can have a brand (India's "brand" is explored here)

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American Airlines Rebranding: Behind The Scenes

More: http://www.nycaviation.com/2013/01/new-american-airlines-branding-draws-mixed-reviews-from-fliers/
Elizabeth Cora Hayes's insight:

This is a youtube clip going behind the scenes of American Airline's rebranding. It is rebranding on a HUGE scale. They say it was a tedious task because you have to "respect the equities that come with an identity that has been around for 40 years and is an American icon". They also say this visual transformation of the planes themselves is just a part of the entire modernization process they are undertaking with the whole brand. This is a good example of making sure all touch-points consumers have with a brand, portray the same brand attributes, i.e. it would be pointless making new fancy planes without modernizing the entire customer experience and putting them at the centre of everything American Airlines does. They have tried to capture the spirit of America in their new designs- just another example of how rebranding is NOT a purely cosmetic process! 

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Sherman Social U: Keep Your Brand Identity in Social Media

Sherman Social U: Keep Your Brand Identity in Social Media | Branding | Scoop.it
Social media is a tool that is meant to enhance your brand message, not completely change it into something else. http://t.co/UvibVFUABC
Elizabeth Cora Hayes's insight:

To have a strong brand thats personality is differentiated from its competitors, all touch points consumer's have with it need to have a certain consistency, especially when using social media. This article reminds us that all brands are different and SHOULD have completely different personas, values, spirit and tone of voice etc. Therefore, using a "one-size-fits-all" approach with your brand on social media is bound to be detrimental to the overall brand performance. The author reiterates the importance of knowing your brand inside out before you even jump on the social media bandwagon- that way, your brand's personality will hopefully remain strong. The author ends with an effective quote: "Be who you are as a brand, and stick out among all the other vanillas. It is completely possible to join social media, and not lose your own identity". 

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Rescooped by Elizabeth Cora Hayes from esSense threads
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Multi-sensory retail: why stores must appeal to all five senses | Loyalty360.eu

The store still holds power, but retail is detail and that means stimulating sight, sound, smell, touch and taste (The importance of multi-sensory #branding in creating a #retail experience #ExperientialMarketing #BrandExperience

Via Neil Gains
Elizabeth Cora Hayes's insight:

After partaking in the coke/pepsi paradox-  i wanted to learn more about how brands can use senses to influence consumers.

This article is about how companies need to focus on the brand experience as a whole- in particular, retail outlets. 

Nowadays with online shopping, physical stores need to provide customers with an enjoyable experience that keeps them coming back- thats where the need for sensory stimulation comes in! The author calls stores a "physical manifestation of a brand" which i think sums things up perfectly- its the only place a consumer can engage with a brand through all five senses! It's not just about selling clothing, stores should be a place where consumers form a relationship with the brand. For example, personally i can't stand bad smells so the experience i have when in Peter Alexander with their beautiful scented candles is COMPLETELY different to the experience i have in farmers when buying pajamas- therefore, i prefer Peter Alexander as a brand (just one example of how our senses can change overall brand perceptions)

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Neil Gains's curator insight, September 10, 2013 9:47 PM

Brands need to make their values tangible (by focusing on esSense)

Rescooped by Elizabeth Cora Hayes from Digital-News on Scoop.it today
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5 Tips to Building a Strong Brand - The ExactTarget Blog

5 Tips to Building a Strong Brand - The ExactTarget Blog | Branding | Scoop.it
In today’s world, your brand is your identity. A strong brand must entertain, educate, and inspire your customers. A great brand represents more than a product—it embodies a company’s core values, which creates an emotional connection between your customers and … Continued

Via Thomas Faltin
Elizabeth Cora Hayes's insight:

. This article is a good summary of 5 key tips companies need to remember when building a strong brand (brand stature and brand equity). A great brand creates an emotional relationship with its customers- therefore standing out in such a highly saturated market place.  The first four tips are reasonably straightforward and expected. However i found the last tip quite interesting- Promote your brand, not your industry. Meaning, you need to know what your customers are REALLY buying, the author used Nike as an example. Nike customers are buying running shoes, sure (the sportswear industry). However they are ALSO buying in to the idea that Nike will help them to achieve better athletic performance (Nike's value proposition). 

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