PBL Preps

Integrated Marketing Communication (IMC) 1. What is IMC and what does it mean for a company to follow IMC? (Is it a strategic or an operational tool?) Before we go to the more reliable sources, let's have a quick look at what Wikipedia tells us: Integrated marketing communications (IMC)  is the use of marketing strategies to optimise the communication of a consistent message of the company's brands to stakeholders. Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. IMC requires marketers to identify the boundaries around the promotional mix elements and to consider the effectiveness of the campaign's message.  Some other definitions: Business dictionary : an approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other...

How to communicate the brand through storytelling and social media? 1. What is a brand story and what makes a good brand story? There are several definitions of a brand story: Your story isn't just what you tell people, it's what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts feelings and interpretations, which means that part of your story isn't even told by you. ( The story of telling ) A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand (or business, if you prefer). Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction . Things that can influence your brand include your product, price, history, quality, marketing, in-store experiences, what other people say about you... ( Echostories ) Or this image of Quicksprout : What makes a good brand story? Some...

Brand architecture and brand strategy 1. Compare the brand strategies and architectures of different companies. How and why are they different? Let's first have a look at what brand strategy and brand architecture mean. Brand Strategy (several definitions): Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding their preferences and expectations from the brand. ( Business Dictionary ) A long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions and competitive environments. ( Aytm ) A brand strategy is a formal plan used by a business to create a particular image of itself in he minds of current and potential customers. When a company has created and executed a successful brand strategy, people know without being to...

Brand identity and brand symbolism 1. What is brand identity vs. brand image? I learned a lot about this in my first year of Communications Management back in Belgium. In the course 'Communications Management 1', we covered what is called Corporate Communication . In this chapter, we can find the terms brand image and brand identity. Before we move on to the terms, I would like to repeat what corporate communication is.  Corporate Communication  is the way a company identifies itself, creates a personality and shows that identity to the stakeholders via the corporate communication mix: communication, behaviour and symbolism .  Not only living creatures need an identity, but so does a company. They want to differentiate themselves from the competition and need a license to operate (why do they exist? What is their purpose/benefit?). Brand identity  comes from and gives the possibility to interaction with others. (A <-> B). Identity itself is n...