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Rescooped by Vic Methven from Brands, brand management, brand architecture!

A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | Milestone 1 |
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Hannah Merceanu, Paula Hudson, Jesme Fa'auuga
Vic Methven's insight:

When determining whether a strong brand or strong strategy it is important to consider how lasting you want your brand to be. A brand creates an image for the consumer, strategically planning your brand is still very important in developing a successful business. Successful brands relate their brand with other people (Nike and Christiano Ronaldo) or events (Coca Cola Christmas in the Park) but to be able to do this the brand needs to have a strong strategy in place. Once the business has built a solid foundation it can aim to look in relating its brand to people/events/organisations to try and relate it to the consumers they are looking to target. This article gives some key information on the importance of a strong brand and strong strategy and how they are both of equal importance in creating a successful business but has to be implemented correctly in order for them to be utilised fully. As the author states, Nike has moved away from promoting functionality of their product and now sell the lifestyle instead, for example, the Nike slogan 'Just do it' promoting that people who wear Nike have a fit and athletic lifestyle. This shows a successful shift in the branding of their business that moves away from just selling clothing.

Chontelle Ah-Ping's comment, August 15, 2013 4:51 PM
Hey Vic, what an interesting article. I agree that a strong brand and a strong strategy are of equal importance. Imagine if one existed without the other. The brand essentially wouldn’t be living up to its potential. A strong brand alone cannot continue to be a strong brand forever- it needs a brand strategy to help it keep moving forward. I think you are also touching on an important point that brands build their equity when they move forward from promoting their product/ service benefits and start tugging on the emotions and intangible aspects of consumers.
Anna Shen's comment, August 19, 2013 10:42 AM
Hey Vic, I agree that whether choosing a strong brand or strong strategy is based on how long you want your brand to last. You have made good points.
It is true that a brand without strategy can be meaningless. Therefore rationalizing what kind of strategy could help build the foundation for a reputable brand. I think that building a strategy is a key strength in the development of a successful company, especially if it is implemented effectively. It is a strong strategy that will birth a strong brand. However in the end, they are both of equal importance when creating the success of a business.
Rescooped by Vic Methven from Integrated Marketing Communications Concept!

Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : :

Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : : | Milestone 1 |


Via Rosaria Gordon
Vic Methven's insight:

In this article, Coke Zero  integrates a slightly comedic campaign to help target a male audience through the 'it's not your fault campaign' using quintessential guy moments of bonding, sporting events, humour, gaming and music. The campaign defends and celebrates guy enjoyment showing that as an entity, Coke Zero also enjoys the same things as men. The campaign successfully integrates advertising, media, social media, internet including gaming and the ever popular apps on smart phones, showing the campaign is delving into many channels to reach the target audience. As Coke Zero is usually perceived as a female product with the zero sugar appeal for weight conscious females, this campaign is set to show that it is perfectly acceptable for males to consume this drink as well, on all occasions. Coke Zero shows how to successfully use the IMC concept in communicating with the target audience and appealing the more popular product amongst females to males as well.



Chontelle Ah-Ping's comment, August 16, 2013 5:40 AM
I think Coca-Cola is such an interesting brand as they have had many successes over quite a long time span, and their marketing campaigns are innovative and creative. Coca-Cola is quite successful in their IMC and this article specifically on Coke Zero also shows this. Coca-Cola has shown that they can successfully change perceptions of their product through their use of IMC and appeal to a consumer base that wouldn’t usually associate with this product. I think that through their IMC they have been able to amalgamate their advertising and communication tools using current channels to become “relatable” to their target audience, while using aspects such as humour that help consumers process messages better.
Anna Shen's comment, August 19, 2013 11:07 AM
I like how Coke Zero have made this ad appeal to both males and females. This shows that Coke has successfully incorporated effective IMC to their campaign. I too would have perceived Coke Zero to be a female product, but I know a male friend who enjoys this product.
Rescooped by Vic Methven from Public Relations & Social Marketing Insight!

Brand Reputation Management: Your Seven-Point Game Plan

Brand Reputation Management: Your Seven-Point Game Plan | Milestone 1 |

Despite its current popularity, brand reputation management is not a new concept, but today it's about actively managing the references, conversations, and feedback that typically occur online....


So, what course of action should you take? Basically, having a good defense as well as attack strategy is required. Here are seven key areas you should address:

- Search engine dominance

- Brand monitoring

- Social media PR

- Reviews and recommendations

- Customer service and culture

- Negative-PR management- Brand advocacy...

Via Jeff Domansky
Vic Methven's insight:

This article rightly establishes seven key points in managing and maintain brand management, I agree with all of the points but it is also important to note that these are just key areas or guidelines as such and should not be the only steps taken in improving, maintaining or creating their brand reputation and brand management. Managing this effectively is crucial in creating a positive outlook on your business or company, especially with the overwhelming influence that social media sites have on customers thoughts and opinions. In saying this, those media sites can also be used as a key tool in brand management to help shape your company or business if used correctly. These seven key points create good fundamentals for brand management, whether the company is large or small from feedback and recommendations to customer loyalty and can be used by any type of business.

Anna Shen's comment, August 19, 2013 10:04 AM
Hey Vic,
Yes I agree that the article provides seven key points and that it is also important to consider other factors.
The seven points does provide basic understanding of brand reputation. I feel that the point about social media PR is a great way in attracting customers as it has benefits of advertising very inexpensively. Nowadays there are mountain-full of companies with their own Facebook pages. People like me use this to check out the brands reputation, especially focusing on people who have complained and how the situation has been handled. Because this is all public, word-of-mouth plays a big factor here. It can either spread really positive or negative information that could possible either improve brand reputation, or harm it.
Swati Tiwary's comment, August 22, 2013 11:43 PM
Brand reputation is vital for a brand to survive and can be downfall if not managed properly.. Hence this article is real good as it provides the steps to successful brand management.
Angela Kim's comment, September 26, 2013 4:04 PM
@Sally, i agree with you brand management for business is the most important thing in order for the business to success. there fore the sevent key steps seem to give really good tips for them to lose ther brand management.
Rescooped by Vic Methven from Organising for IMC: marketing communications partnerships!

How has Integrated Marketing Communications (IMC) contributed ...

How has Integrated Marketing Communications (IMC) contributed ... | Milestone 1 |
Integrated Marketing Communication has generated immense discussion leading to interesting contribution to the evolution of IMC as a strategic means that can develop firms to be more valuable in achieving their brand communication objectives.

Via Fatana Faghiryar
Vic Methven's insight:

Integrated Marketing Communications has helped contribute and evolve brand communications from business to consumer. This article describes how this contribution has occured and what measures have been taken to effectively do this. Key changes have caused the IMC concept to becoming a key strategic method, including; deregulation of the market place, globalization and individual preference of consumption. Due to the rapid development of technology and the influence it has on consumers, it is integral for marketers to understand the new approaches needed to target the right audience and the channels in which to do this. The article gives practical ideas on new ways that marketers can target audience using the ever growing channel of technology and the always changing market place. With ever changing markets and more competition from competing brands, the article states; that customer loyalty is becoming increasingly difficult meaning there is now less confidence in mass marketing. This means marketers now have to look at new ways to target their audience base. This article provides in-depth information on IMC and how it has helped evolve and contribute to brand communications using key notes from experts in the IMC field (Schultz) and is also easy to understand. The article holds valuable information on the importance of integrated communication.

Chontelle Ah-Ping's comment, August 15, 2013 5:35 PM
I definitely agree that IMC is important and contributed significantly to brands and how they work- and this has evolved over time, mainly in the last decade or two with technology developing at an immense rate. I think that without the use of IMC by brands, consumers aren’t receiving a unified message of your brand and therefore the brand may not be achieving the best outcomes. In today’s world where there are so many communication tools and access to these tools, especially online and through social media, it has meant that companies have to make sure that all their forms of communication with consumers is integrated and kept current all the time- in order to engage consumers and create loyalty. Therefore, IMC has contributed significantly and is key to the brand strategy.
Anna Shen's comment, August 19, 2013 11:03 AM
I agree that IMC has helped contributed and changed brand communications. It is true that the fast growth of technology means marketers need to look for more effective approaches in targeting their market/consumers. I also agree that they also need to consider what channel is best to be used that will allow full potential in targeting them. This article provides importance for marketers that can help create a strong strategy.
Rescooped by Vic Methven from Integrated Marketing Communications(IMC) concept!

What is IMC?

What is IMC? | Milestone 1 |
Whenever I think of Integrated Marketing and Communications (IMC) I like to use the example of riding a bicycle. We all know that in order to actually ride that bicycle and to reach your destinatio...

Via Crystal Ma
Vic Methven's insight:

This article about the overview of the IMC concept shows a simple definition and example of how important it is to be successful in all parts of the IMC concept in order to fully utilise the potential of the business. For example, using the riding the bike example; if one part is not being performed as well as another then the entire system is not being used efficiency meaning in a business sense that not all aspects of traditional marketing disciplines, communication disciplines and technology are being used and could mean the company is missing an important target audience. More companies are using an IMC approach to ensure a campaign that coincides with the target audience. The article gives an effective defintion that is easy to understand although it is not done in extreme depth, meaning this could definately be expanded on into much deeper detail providing more understanding and insight.

Chontelle Ah-Ping's comment, August 15, 2013 5:50 PM
Making sense of concepts such as IMC is so much easier when it is explained using activities we can all relate to. We all know how to ride a bike, therefore we can attach the importance of each IMC aspect to the activities of riding a bike. Although I have an understanding of IMC, simplifying the concept is very engaging. I agree with you Vic, that IMC should be constantly managed so the brand is doing all it can to live up to its potential and the is appealing to its consumers in the right ways.
Anna Shen's comment, August 19, 2013 10:15 AM
The use of examples here relating to IMC are very easy to understand and allows me to grasps the importance of IMC. The use of the bike example is an excellent way in seeing this. I agree it is important to be successful in all parts of the IMC concept so that the business is able to reach maximum potential.
Brett Reid's curator insight, September 30, 2014 9:07 PM

Very interesting article. A deep yet simplified insight into understanding Integrated Marketing Communications (IMC) .The use of the bicycle as an example is something that can easily be related to. The combinations used in this article for IMC are easily visible when watching My Kitchen Rules.