Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Brand Purpose in Divided Times: 4 Strategies for Brand Leadership | Sustainable Brands

Brand Purpose in Divided Times: 4 Strategies for Brand Leadership | Sustainable Brands | Integrated Brand Communications | Scoop.it
Recently, we asked 16,000 people about their aspirations for their lives, families and communities. Our research revealed how our common human aspirations are being threatened by anxieties and systemic barriers that are affecting consumer priorities, and transforming their expectations of and relationships with brands. More consumers are making the connection between corporate actions, the quality of their lives and the success of their communities – providing new challenges and opportunities for brand leadership.
Russ Merz, Ph.D.'s insight:
How well is your brand/company meeting the aspirations of customers and fostering their trust? Here are four strategies you can implement change.
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A New Era for Movement Brands: 6 Lessons from the Women’s March | Sustainable Brands

A New Era for Movement Brands: 6 Lessons from the Women’s March | Sustainable Brands | Integrated Brand Communications | Scoop.it
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Russ Merz, Ph.D.'s insight:
What lessons can brands take away from movements like #ADayWithoutAWoman ? Here are 6 key insights.
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#Marketing 3.0: The Rise of Purpose-Driven Social Brands [Infographic]

#Marketing 3.0: The Rise of Purpose-Driven Social Brands [Infographic] | Integrated Brand Communications | Scoop.it

Welcome to the customer-driven economy, where the good a company does is increasingly becoming its defining competitive advantage. While CSR, cause-marketing, and sustainability might have seemed like nice-to-dos just a few years ago, articulating how your brand brings its core values to life is now critical in terms of the reputational, employee productivity and bottom line benefits- or liabilities- to your company. It’s no longer good enough to just “have a social media presence.” Marketing 3.0 will be won by those who become purpose-driven social brands, and to do so, the CMO, CSO, CSR, and Foundation leads must align to bring a cohesive brand story to life. Check out our latest infographic below with some cold hard facts that make it clear the future of profit is purpose, and the most iconic brands of the future will be those that drive the most meaningful social change.


Via AlexaSocialMedia - Social Media & Community Management
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How to explain reputation to the C-level in 20 minutes and 10 slides (backed by science) | FINN

How to explain reputation to the C-level in 20 minutes and 10 slides (backed by science) | FINN | Integrated Brand Communications | Scoop.it
When talking to C-level, we tend to get the same batch of questions about reputation. A non-exhaustive list would include: "What's the impact of reputation on our business?" (or: "What does reputation do for our sales and revenue?")  "What is reputation, anyway? It seems a vague concept."  "Reputation sounds like a nice to have - why should I care about reputation? (What's in it for us?)" "How can we be sure that communication will improve our reputation?" 
Russ Merz, Ph.D.'s insight:
Looking for some reasons to measure your corporate reputation that CEOs will appreciate? Here are 7 good ones.
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Everett Bowes's curator insight, May 20, 10:42 PM
Looking for some reasons to measure your corporate reputation that CEOs will appreciate? Here are 7 good ones.
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One Million Strong: At Warby Parker, CSR and the Bottom Line See Eye to Eye

One Million Strong: At Warby Parker, CSR and the Bottom Line See Eye to Eye | Integrated Brand Communications | Scoop.it

Brandchannel - always branding. always on.

 

Warby Parker announced today that it has sold—and distributed—1 million pairs of glasses through its one-for-one model, a mode of conscious retail that has since spread like wildfire after startups like TOMS Shoes and Warby made it mainstream.  

 

But the brand's CSR-driven business strategy is only one part of its extraordinary success in the retail eyewear market that's dominated by large-scale, big name distributors. Warby instead redesigned the online retail experience to be a seamless bridge between in-store interaction and online convenience, allowing in-home try-ons free of charge and bargain prices for trendy frames. 

 

"It's sort of those moments that we find just win people over and generate good will, so that they're likely to tell their friends about us," co-founder Neil Blumenthal told Fast Company. "... Our business model is designed to make people happy. Whether it's selling a $500 product for $95 or having a human being answer the phone within six seconds when you call."

Russ Merz, Ph.D.'s insight:

A great example of how running a business with a #socialconsciousness pays off for the Warby Parker #brand.

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Consumers Prefer Brands Associated With Good Causes

Consumers Prefer Brands Associated With Good Causes | Integrated Brand Communications | Scoop.it

If offered comparable price and quality, 91% of consumers worldwide would switch brands to one associated with a good cause, according to a recent study by Cone Communications and Echo.

 

Similarly, 92% of consumers surveyed said they would buy a product with a social or environmental benefit if given the opportunity, and more than two-thirds (67%) said they have done so in the previous 12 months.

 

Moreover, 90% of people surveyed said they would boycott a brand for irresponsible behavior.

 

Russ Merz, Ph.D.'s insight:

U.S. marketers are missing the boat on this issue. A highlight of the recent GABC conference I attended, was the strong European focus on corporate social responsibility (CSR) and environmental sustainability as a key part of their marketing programs.

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Martin (Marty) Smith's curator insight, June 16, 2013 2:34 PM

How Social Marketing Helps Branding

The hardest part of my Cure Cancer Starter idea is not that it is a worthy cause, most people want to cure cancer, but that aligning with a cause is NOT a charity but a marketing decision. Grateful for this report that shows how influential alignment with good causes can be for brands today.

Causes help brands become REAL and emotional. Alignment is important. If you are what Jim Stengel calls an “elicit joy” brand in his highly recommended book GROW you will want to find a cause that elicits joy. If you are a “pride” brand you will want to find a “pride” cause.

Stengel’s “Brand Ideals” are covered here:

http://sco.lt/8RPl7x

I use the Cone Study all the time to help brands and companies understand “social marketing” or the adoption of a cause that is aligned with their branding is one of the most powerful forms of social marketing. Social Marketing is available to brands big and small, companies in the service business as well as large multi-nationals.

Martin (Marty) Smith's comment, June 16, 2013 2:40 PM
Agree with Russ. USA missing huge social, local and mobile marketing opportunities.