IMC Brands
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Brands, importance of brands and brand management.
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The Human Side of Brand Storytelling

The Human Side of Brand Storytelling | IMC Brands | Scoop.it
In his last three columns, Gunther Sonnenfeld explored how brands are “co-creating” meaningful experiences with people. This time he explains the connection between branded experiences and brand ad...
Nakita Samuel-Carter's insight:

Story telling is an effective way to build brand rapport with its customers as it gives them a more personal bond and understanding of what the brand is about, where it comes from and what it stands for. It makes the brand have a personality. Customers like to see how their brand works from the inside how innovative and passionate a brand can be can have a huge impact on the way a customer perceives it. Story telling can also engage a wave of new customers interest and rewnew old customers committment to the brand aswell.

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Nandy Lihandra's comment, April 9, 2013 6:53 PM
I agree with you. I like how these brands are actually making an effort in building a connection with their customers. Whole Foods idea of story telling is great as people like to know more about brands and the story behind it and such. It gives the customers a better perspective of what the company is about. Although they want to sell and get their brands out there, but they also want to make sure that they're reaching out to the customers and build a connection with them. Once customers feel comfortable with a brand, they will ultimately choose that brand over other brands because they know that they're going to be well taken care of in a sense.
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What is Branding?

This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind ...
Nakita Samuel-Carter's insight:

I think that this video shows quite clearly how important it is for consumers to be in touch with a brand. In order for them to be loyal and committed to a particular brand the IMC needs to be strong,not only to secure current customers but to constantly grow the base of new customers too. This can be shown in the coke segment of the video where sales went from nine in 1886 to an incredible 1,600,000,000 in 2010. Brands are made and broken by their followings therefore it is important for the IMC traits ensure that there is an emotional appeal to the customers. The more trust, security and confidence a brand builds with its customers/users the more loyalty they will recieve. Therefore a brand is not all about the financial side of things it needs to be more like a relationship where you hope only to find the good in that person in order to keep things going smoothly and with an outlook of longevity.T he more trust there is with the brand the generation of income will form as strongly too.

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Priscilla Tuisamoa's comment, March 18, 2013 6:33 PM
I think this video does a great job of explaining what branding is in a nutshell. It gives a brief history of what branding was used for and how it has evolved, and it also explains how a brand can be a tremendously effective marketing tool.
Nandy Lihandra's comment, March 19, 2013 7:11 AM
This video is great! It explains exactly what we know as "brands", the history of it and they used great examples to give us the bigger picture of what branding is and the fact that we make brands what they are. I like that it gave us statistics (on Coke) and made me realise how effective the marketing tool of companies such as Google, Skype & Photoshop is because we do say those things like "Google it" and "let's Skype". Overall, GREAT video!
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Customer experience is the new brand. | NEXTNESS

Customer experience is the new brand. | NEXTNESS | IMC Brands | Scoop.it
Nakita Samuel-Carter's insight:

Do you agree with this concept of customer experience being the new brand? Is customer experience really that important to the success of a brand?

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