It is all about IMC
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It is all about IMC
To manage the tangible and intangible characteristics of brand, and promote brand awareness to build more competitive in the workplace.
Curated by Liwei Zhou
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Rescooped by Liwei Zhou from Brand Architecture!

The Inside Story Of How Microsoft Built The Windows 8 Brand

The Inside Story Of How Microsoft Built The Windows 8 Brand | It is all about IMC |

To launch its latest OS, Microsoft hired more design and marketing talent than most companies could fathom. We spoke with Wolff Olins, coordinators of the rebranding, about the overarching strategy.


Remember those horrendous Windows commercials with Bill Gates and Jerry Seinfeld? Running in late 2008, the ads proved symbolic of Microsoft’s own failings at the time: What were they about? Was Microsoft Vista? Was Microsoft tablets? Could they be on phones anymore? While Apple and Google were reinventing themselves for the mobile era, Microsoft was making commercials about nothing.


Today, the stakes of Microsoft’s identity are even higher. They need to leverage their Windows 8 OS to retain a foothold on PCs and find that lost chunk of the mobile market through Windows Phone 8. The Surface has to take off. The inevitable Xbox 720 needs to be as relevant as the Xbox 360. And it all starts with Metro, the design language that holds everything together like glue.


About a year ago, Microsoft tapped Wolff Olins to handle branding on Windows 8, the OS that would spill over into every other device Microsoft had planned. Branding their crown-jewel operating system is as much of an affiliation with Microsoft as Wolff Olins can disclose, but from a product architecture standpoint, the Windows 8 brand would naturally be bigger than Windows 8 itself. It would have to redefine Microsoft and its products as competitors--the OS would be the “tip of a spear” in a new, design-forward line of products, some of which haven’t even been announced yet.


And on top of that? Wolff Olins wanted staying power. They wanted an identity that would last longer than a few Seinfeld spots.


Continue Reading ...

Via Evan Ranum
Liwei Zhou's insight:

Microsoft used to be a legend company but a great company now. They are very successful in PC industry in last century, but it is not all they want. Their brand awarness could last ten years or more even they do not make any changes. If they wanna be the top one of digital industry, they have to take the loss from the market shares which apple had  already taken. 

Jieyi Situ's comment, March 21, 2013 4:11 PM
Apart from working out their strenghth and weakness, they also need to realize their threats. Other companies such Apple are great competitor. Microsoft have to highlight their superiority so that they can attract more customers.
Amber Rinkin's comment, March 26, 2013 1:24 AM
I agree with what you have said also. Microsoft did need a shake up to help build a better future for themselves if they are going to keep up with the growing demand of mobile devices. Designing the windows8 was a good way to start, to rebuild there customer base and expand it further. By designing the windows8 it has also made a platform for 9,10 and 11 for future growth so lets hope they can keep up with demand.
Dave Everitt's comment, August 22, 2013 4:46 PM
Evan, you're bang on the mark when talking about the movement towards not just apple, but smaller and capable electronics. The uncertainty of the future demonstrates that even brands as massive as apple have to continue to evolve and, like the article says, "redefine the brand". I think the idea of overlapping positive brand experiences is also an interesting point. Apple has done this well.. when you have an iPhone, its likely you will fall in love with Apple, and that would change your decision on purchasing Apple laptops, tablets, etc. If Microsoft wants to reinvent themselves, their focus should be on capitalizing on their products to create consumption behavior towards other Microsoft products.
Rescooped by Liwei Zhou from Brand Strategy and Marketing!

5 Ways to Grow Your Brand Awareness Using Promotional Merchandise

5 Ways to Grow Your Brand Awareness Using Promotional Merchandise | It is all about IMC |
Firstly it is important to remember the obvious – Your Brand is everything.

Via Rebecca Downing
Liwei Zhou's insight:

It is ture! It does happend every where in our life. I do realise that many successful companies are doing the same thing by using these ways to promote their business. And it helps people remember thier brand all the time. Every time I try to sell my stuff, trade me is the first website I use because they always send me newsletter to show how good they are.

Benny Yang's comment, March 20, 2013 6:31 AM
Trade me with its strong brand has occupied a position in the minds of many. So most of people once want to sell things will think of trade me. Congratulations, you are one of them. lol
Zhaowei Lu's comment, March 21, 2013 6:54 AM
The five ways you provide is very useful. So many businesses are using those points.By following those points, business can built a good impression on people's eye . In my opinion,when promotion done well, it can be like a habit for people every time buying a product .
Jieyi Situ's comment, March 21, 2013 4:17 PM
These are really great ideas for growing a brand awareness. Only letting more people know and remember your brand can you sell your products and built reputation.
Rescooped by Liwei Zhou from Local Food Systems!

Recent Blog Posts > Do local brands have a future?

Recent Blog Posts > Do local brands have a future? | It is all about IMC |
At Millward Brown, we’re passionate about brands. As a leading global research agency specializing in advertising, marketing communications, media and brand equity research, we’ve been in the business of brands for more than 35 years.

Via Bill Palladino - MLUI
Liwei Zhou's insight:

It's hard to tell that which types of brand is more acceptable in the future. Both of global brand and local brand are transferrable to one of each other. The only thing can help a brand be successful is to fulfil customer's needs and wants. 

Benny Yang's comment, March 20, 2013 6:42 AM
It's very hard to evaluate local brands future; it depends on whether the brand can meet customer needs. The only way to let the brand survive is to cater customer needs and wants.
Zhaowei Lu's comment, March 21, 2013 6:57 AM
There is no specific prediction on which product will be more acceptable in the future.I believe that It really depends on the research which shows customer brand calculation. On the other hand, If business want to keep good sells , it is good for them to continually make or create new products
Jieyi Situ's comment, March 21, 2013 4:01 PM
As the article said, "Every brand that is global today started as a local brand", we cannot affirm if local brand has a future or not. When they really meet the coustomers' need, and build a good reputation, the brand might be successful.