Ahead of the marcus evans Brand Design & Innovation Summit 2022, read here an interview with Alessandra Montrasio on how to achieve a consistent and effective brand strategy.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
WIN World Insights | Issue 05 | April, 2014WIN World
WIN World - Global Markets - Behind the Logo. Simplicity for global logos as the only one solution as global economic market moves towards far-reaching globalization.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
WIN World Insights | Issue 05 | April, 2014WIN World
WIN World - Global Markets - Behind the Logo. Simplicity for global logos as the only one solution as global economic market moves towards far-reaching globalization.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Featured interview - Sarah Doyle, Brand Director at EAT.Nigel Wright Group
EAT. is a leading brand in the £3billion specialist food and
coffee ‘to go’ market. It sells a wide range of soups, hot pots, salads, toasties, sandwiches, baked goods and coffee, which are freshly prepared in-house by EAT. each day.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
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http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
The media landscape has changed rapidly over last years. You know it. I know it. More brands than ever are competing for seconds of the audience’s valuable attention. 24 hours a day. 7 days a week. The recipient is defining the game rules and the advertising agencies are trying harder than ever before. But hey, it really doesn’t have to be that complicated. Reaching the true success and becoming that kind of brand is really about understanding a couple of basic principles about the game field. May I (have) (steal) deserve your attention for a couple of minutes? I promise I will make it worth your while...
Hyper Influencer Marketing is the most complete and up-to-date training guide about Influencer Marketing and what it takes to be the next Super Influencer!
Here is a quick glance of what they'll learn"
How to leverage TikTok, Instagram & Youtube for profits
- How to set up your profile the RIGHT way!
- How to build your strategy for maximum profits!
- How to make brands beg YOU for promotions!
- How to build a loyal audience that will follow you for life!
- The dirty-little-secrets other Influencers are ignorant about!
- And much much more... A Complete, step-by-step training!
Ahead of the marcus evans CMO Summit 2023, read here an interview with Michael McQueen discussing what CMOs need to know about AI technologies, and what it takes to engage Gen Z.
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Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio, Nestlé
1. this, but I am starting to be a bit
cautious. If you have a household
detergent brand, do people really want
to know your view on a high-profile
celebrity trial? I am not so sure.
In my previous role, I led the creation of
a Facebook post commenting a societal
hot topic that went viral in Italy and I
considered it an achievement for a long
time... but now that I think about it, I
am not sure if it was necessary.
This trend will continue, but I believe
that as a brand, sometimes we need to
go back to the basics.
Interview with: Alessandra Montra-
sio, Global Brand Director, Nestlé
“Many marketers, packaging and visual
identity professionals are often lured
into trying out the latest trends, but
they should always assess if they align
with the essence of their brand. There is
nothing wrong with choosing not to
follow a new trend that does not make
sense for their strategy, target audience
or identity as a brand,” says Alessandra
Montrasio, Global Brand Director,
Nestlé.
Montrasio is a speaker at the marcus
evans Brand Design & Innovation
Summit.
Why are marketeers often tempted
to try the latest trends?
FOMO! They could have a fear of
missing out. When they see their peers
doing something new, they might want
to join the flock and experiment as well.
For others, it could be their ego; they
want their work to stand out, so they
try the latest hype, to get noticed.
However, the newest social media
channel might not be the right one for
their brand.
Why should they resist the lure of
real-time marketing?
As marketers, we should treat our
brands more like an entrepreneur
would. The marketing budget is clearly
not our personal money, so some
marketers in large organisations do not
feel a pressure to be ultra-efficient, but
they should. Especially when there is
potentially a crisis looming around us.
For me, it is very important that the
time, money and budget we have is
treated with the utmost respect.
How should they make the decision
to follow or not follow a new trend?
What if their competitor is on the
new platform?
We should always go back to the
essence of our brand, the DNA of the
brands we work for. We are here to
serve our brands and business. Even if
something is working for our competi-
tors, it might not necessarily work for
us. Is it in line with the essence of our
brand? Does it make sense for us to do
what our competitor is doing? Some-
times we should follow their steps;
there is nothing wrong in doing that.
But we should assess new trends, treat
them as new opportunities and try them
out, as long as we stay true to the task
that we are on.
We should not feel bad if we consciously
decide the new trend is not right for us.
Is it always possible to know from
the beginning if it will not work for
your brand?
If you have a detergent brand, and your
target is men and women aged over 50,
empty nesters living on the outskirts of
town, and the main driver for purchase
is price, does it make sense to be on
TikTok? Perhaps not.
If your target market is not using that
social media channel, there may be no
point in your brand being there.
What is hot in the marketing world
today? What new opportunities do
you see?
TikTok is a huge rising opportunity, and
many brands are experimenting with it.
There is also a surge in real-time
marketing, brands being present in
conversations. It started with the Oreo
tweet during the Super Bowl blackout
nine years ago. The tweet got a lot of
attention, and it was the first time that
a brand executed it so effectively. Since
then, all marketers are always on the
lookout for such opportunities to go
viral, to comment on something hap-
pening in the news and become a
twitter trend. Many brands are doing
We are
here to
serve our
brands and
business
Resisting the Lure of Trying
Every New Marketing Trend
2. The Marketing Network –
marcus evans Summits group
delivers peer-to-peer information
on strategic matters, professional
trends and breakthrough
innovations.
Please note that the Summit is a
closed business event and the
number of participants strictly
limited.
About the Brand Design & Innovation Summit
The Brand Design & Innovation Summit is an invitation-only, premium forum
bringing leading branding, design & packaging executives and innovative suppliers
and solution providers. The summit’s content is aligned with key branding, design &
packaging challenges and interests, relevant market developments, and practical
and progressive ideas and strategies adopted by successful pioneers.
www.september22.branddesigninnovation.marcusevans-summits.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
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