Kasems articles for IMC
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The Marketer's Guide to Developing a Strong Brand Identity

The Marketer's Guide to Developing a Strong Brand Identity | Kasems articles for IMC | Scoop.it
Learn how you can define your company's brand -- or work with an agency to help them define it for you.
Kasem Tanom's insight:

This article guides marketers on how to develop a strong brand identity. In my opinion having a strong brand identity is crucial in marketing as it is the basis of brand recognition. In order for a company to gain brand recognition it must have strong brand identity. The article states that to develop a strong brand identity you have to clearly define what your brand stands for, its goals, its personality, the emotions you want people to experience when they come in contact with your brand, and a clear conveyance of that identity through a positioning statement. I find all these steps mentioned important to develop a strong brand identity in the marketing industry. If your brand has a strong identity it is unique and stands out from the rest and that is why consumers recognise and are aware of that brand.

 

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Daniel Benoy's curator insight, April 9, 2013 6:47 AM

This article is extremely relavent when creating a strong brand identity through the use of integrated marketing communication. It explains when doing this a company must first establish its strengths, weaknesses, opportunities and threats. Once this is done they can then look to develop a vision and mission statement which helps create the essence and personality of your brand identity. This article is very effective as it shows you how to implement your brand into the actual market.

alex's comment, April 9, 2013 7:40 AM
The article is interesting as it address many issues with becoming a strong brand. From “What justification are we providing as support?” this is something that I wouldn’t think of when trying to make a brand identity. By addressing so many key points and having so much information it allows readers to have a better understanding about how to create a strong brand identity
Ta-Ral Jhagroo's comment, May 9, 2013 2:04 AM
The article was very relevant and had some stellar points. The article is helpful for a business assessing its brands strength in a market. It comments on good use of the SWOT analysis and vision and mission statements and like Dan stated above, creates the essence and personality of your brand. These are all great points for understanding about how to create strong brand identity in a market.
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Social Media…Are you Using or Abusing the Privalege?

Social Media…Are you Using or Abusing the Privalege? | Kasems articles for IMC | Scoop.it

    As marketers we strive to find opportunities to communicate (preferably 2-way) with our customers and prospective customers in multiple ways to create mutually beneficial relationships. A key channel for our communications today now comes in the form of Social Media from Facebook, and Twitter, to Pinterest, Tumblr and a seemingly endless stream of new platforms coming our way every day. But, like anything, managing those communications opportunities in a manner that is both appropriate and relevant is critical to achieving a marketer’s communications objectives. Although it probably goes without saying, too much or too little in terms of social media activity can and will lead to a breakdown in communications. To take a lesson from Goldie Locks: It can’t be too hard or too soft. It’s got to be just right.

 

    A study conducted by Exact Target and CoTweet in a published report entitled ‘The Social Media Break-Up’, we learn that 44% of Facebook users indicate ‘too frequent posting’ as a top reason for ‘unliking’ a brand. The study virtually tied the overposting as the top reason for ‘unliking’ a brand on Facebook. Other reasons for ‘unliking’ a brand/company is page content becoming boring and/or repetitive (38%), while (28%) indicate ‘unliking’ a brand because the reason for ‘liking’ was simply to take advantage of a one-time offer.

 

   The dynamics and characteristics to both create and sustain long-term relationships between brands and customers have not changed over time. What has changed is the manner in which brands/companies interact with their customers. And too, (and this is a big ‘and too’), social media has shifted considerable power and control of the marketing relationship to the customer. Some experts have gone as far as saying that social media has placed the customer in control of the relationship dynamics. I’m not sure I buy totally into this belief system, but rather, I’d like to think about the brand/customer relationship as a delicate one. In some ways, a business/customer relationship is no different than a personal relationship. And from a communications perspective, the various forms of social media provide a dynamic platform for the exchange of thoughts and ideas back and forth between brand/company and customer. Just as in a personal relationship, one side cannot dominate the conversation. By definition, a conversation requires give and take; a dialogue that ultimately forges a stronger and more valuable exchange. Kind of reminds me of a basic ‘life lesson’ that my dad once shared with me: God gave you two ears and one mouth for a reason.

 

Think about it!


Via Maurice Parisien
Kasem Tanom's insight:

This article is very interesting as it relates to integrated marketing communications and how a company's two key stakeholder segments consisting of customers and media plays an important role in Imc. It focuses more on the concept of contemporary Imc approach and contemporary & strategic approach. I agree that as marketers we have to find a way to communicate with our customers and prospective customers in multiple ways to create mutually beneficial relationships. Nowadays marketing communications comes in the form of social media for example facebook and twitter etc. The goal for Integrated marketing communications is to generate short term financial returns and build long term brand value. Marketers are communicating through social media which creates and sustains long term relationships between brands and customers. I agree that the various forms of social media provides dynamic platform for the exchange of thoughts and ideas between brand/company and customers. The purpose of this is to synergies and form profitable long term stake holders relationships as it is a strategic cross functional approach in Imc.

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Lance Holland's comment, March 19, 2013 2:02 AM
I found this article extremely interesting in that it points out a major threat of IMC - information/communication overload. Even strong brands can suffer from it, though consumers are less likely to tire of their posts and messages/adverts. The implication here is that too much is destructive to the business, but also too little will mean consumers wont be as connected to your brand as they could be. Finding the balance is the key to IMC and successful branding. As tasty as new customers are, losing old ones from too much communication can be harmful to the brand as it is these loyal customers that have the stronger brand loyalty.
Gavin Lionheart's comment, March 19, 2013 2:40 AM
I came across a similar article about communication as marketers, as marketers in this generation the most common way of cummunicating is through internet as mentioned above such as facebook, twitter and email. As marketers it is important to find a good communicating bond between you and your clients, therefore in some relevance to building long term relationships will build consumer loyalty to the buyer and the seller. In relation to IMC as mentioned by Kasem the goal of having short term financial returns and to build a brand value is ideal to any marketers aim.
Norman Vaz's comment, March 21, 2013 5:03 PM
I too found this article interesting and i agree with the fact that to much can dis-connect the old consumers however it is also important that marketers keep feeding consumers information as the world is growing so it needs to take the opportunity to connect with people they haven't before and by using social platforms like kasem said would help immensely which in turn would make customers have stronger brand loyalty and so forth.
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How Social Media Sites Aids Brand Marketing

How Social Media Sites Aids Brand Marketing | Kasems articles for IMC | Scoop.it

Social networking sites play a vital role in the recognition of almost all types of business. Consumers today learn the latest, buy products and subscribe to services through these platforms. If you are not using them for company yet, start an account today.


Via henry deez
Kasem Tanom's insight:

In todays society social networking sites such as twitter and facebook does play an important role in the recognition of brands for almost every type of business. Businesses have to be careful how they market their brands through social media as it may affect them positively or negatively. In my opinion businesses promoting brand recognition through social media such as twitter can have some successful outcomes one being attracting more consumers and another is increasing brand awareness and promoting brand image. 

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Lance Holland's comment, March 19, 2013 2:07 AM
Agree with kasem here that social networking has both positives and negatives when it comes to branding. IMC marketers must focus carefully on keeping aligned with the core brand identity. Poor brand management will result in brand equity loss which is destructive to the wellbeing of the brand. Social media is good in that it allows for more communication, but it doubles as a curse as it allows consumers to vent ill-feelings of a brand which furthur reduce the equity. In the end I see social networking as a positive as it allows for enhanced brand awareness and brand strength that allow firms to extend beyond what they normally would/could do.
Gavin Lionheart's comment, March 19, 2013 2:50 AM
As marketers, in certain points of your career you will come across risk taking opportunities, this article for example you a marketer is asking others to promote your organisation in someway. Which could be a possitive or negative outcome, especially for a large social media such as twitter it can easily be ignored. Whereas if it does succeed you will have a good outcome from your targets, although you must be careful as Kasem mention's where it could not be the most wise decision to market your brand and should reconsider other strategies to do so.
Norman Vaz's comment, March 19, 2013 5:25 AM
One of my articles is about Oreo promoting their brand through Twitter, when there was a black out at the super bowl they twitted "you can still dunk in the dark" which in my opinion was marvelous as they seized the opportunity and twitter played a huge role in the public recognizing the brand, however i too agree with you that social networks are the platform for the best marketing at this time however it can effect them positively and negatively but like my peer above me stated sometimes its just about taking that extra leap of faith without knowing what is to come as i personally feel risk taking is the best way a company would grow as they can learn from their mistakes and being on the social network it can be as easily corrected when a mistake has occurred as our world of technology now is pretty darn fast so there is room to maneuver.