Communicating with Consumers 2013
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Communicating with Consumers 2013
The importance of emotional responses
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Corporate Redesigns That Work - Speckyboy Design Magazine

Corporate Redesigns That Work - Speckyboy Design Magazine | Communicating with Consumers 2013 |
To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi
Sugeeth Hansaka Dharmawardana's insight:

This is an interesting article as creating emmotional response with consumers is very important. the changes companies make continuously in this article shows the logos and brands try to keep with the new trends. the article shows how often many brands adapt and change the logo mainly pepsi who had changes every few years shown on the article. I agree with the part about brands changing the logos to more simple forms this was shown by the apple logo changes to now being a simple apple with a bite taken out of it.



Yangyu Wang's comment, August 22, 2013 2:43 PM
I agree with the article that the company need to change their look with logo's and marketing to keep their consumers engaged, but we have to think about it critically because not all the changes are successful, especially when changes of the logos. If pay enough attention on those successful examples displayed by author, it is obvious that almost all the new looks are very similar with their old looks. This somehow explains that logo is very important to brand image and identity. The unsuccessful changes may also cause the brand loses bonding between their consumers.
James Bradley's comment, August 22, 2013 9:48 PM
This article is very interesting. Having an understanding for design trends in terms of branding is important. Consumers are increasingly aware of trends and creating an emotional response using the consumer perspective of what is unique or up with the times so to speak is essential when determining the direction for a brand. Simplifying logos and moving away from complicated logos does make sense. Consumers today have less time and head space for marketing communications. As a result memory and recall of brands and communications need to be simple yet informative and creating an emotional response to a particular communication is essential for a brand to compete in todays environment.
Will Costello's curator insight, August 22, 2013 10:35 PM

This article articulates an importance of changing a brand to adapt to new times in order to keep relevant in the market and with consumers. The article identifies many well-known brands that have redesigned their logos and they brand identity to gain a constructive response from consumers. Firstly they identify Pepsi, who have changed their brand countless times leading towards simplicity. This has helped Pepsi with their color association, as the product removes the jargon and concentrates more on exploiting the red, white and blue. This is an extremely valuable strategy for Pepsi as a brand, as consumers draw an emotional response being able to easily associate these colors with the brand. The article identifies many different brands that have had simple but effective changes such as Pepsi. Something as small as simplicity can have give the brand a major advantage and help it adapt in the eye of the consumer, triggering a positive response in the market.

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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | Communicating with Consumers 2013 |

Via Erica George
Sugeeth Hansaka Dharmawardana's insight:

I found this article very useful as it explained how to send a Brand message effectively to get a strong emotional response, The points on making it memorable and mirror the target markets values are essential as I believe its an effective way of getting an emotional response from the consumers. Overall this article has great points on how to communicate with consumers to get an emotional response.

Alana Meikle's comment, August 22, 2013 6:57 AM
Right on. Gaining emotional responses from consumers is especially important so that way, a company can know that they are effectively communicating their product and purpose with potential buyers.
Matt West's comment, August 22, 2013 6:32 PM
I strongly agree with the points Thomas has raised about an ad needing to target the senses to draw an emotional response out of the audience. Getting an emotional response out of an audience is critical for an ad, no matter the feeling that are bought up. Getting an emotional response lets the audience connect deeply with an ad and can lead to increased brand loyalty through the communication of values and similar ideas.
Dallan Milich's comment, August 22, 2013 7:00 PM
@Thomas. I agree with Thomas that the article focuses on how emotions are generated but in my opinion looks more into giving some simple guidelines to achieve a strong emotional response from the consumer in a marketing campaign. My favourite little tip was ‘not to lead with price’, it skips the emotional connection and I feel like the emotional connection is in itself worth money, which also the article backs up by saying value is assessed over time due to experiences people have had with that brand. The only down side I can see with emotions is that it does take a long time to build that trust where in comparison the trust can be so easily broken and ruined forever (people remember bad experiences a lot vividly over good experiences).
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | Communicating with Consumers 2013 |
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Sugeeth Hansaka Dharmawardana's insight:

This is a very insightful article which shows the importance of planning in specific marketing areas. I agree with the points on how important it is for managers to understand the components of IMC as it is vital to determining the Budget and adjusting to any sudden changes. Overall this article gives some points on how to determine a budget there could be some improvements as they have only given a basic explaination.

Norman Vaz's curator insight, August 22, 2013 9:49 PM

This article focuse on how for IMC to take place you need to firstly have the budget to do just so. Hence budgeting is very important in establishing what IMC method you will be using or what different methods may need more funding. It forces managers to take a more hands on approach in making sure the allocation of funds planning and managing the right IMC method is key in having a successful marketing campaign for your product. 


Elle's comment, September 24, 2013 3:56 AM
Cameron - the article clearly define the essential purposes of budgeting and explores how marketing plans affects the budget. This seems relatively useful and would benefit businesses if they kept these in mind when making decisions.
Linda Huynh's comment, September 26, 2013 2:07 PM
@Chen Sun, a great article on the importance of budgeting, that is clearly defined with the essential purposes and how the budgets can be affected through marketing plans. This article is useful for businesses and should really read this as well and help them in decision making.