Marketing

Marketing

a tool used by companies, orgs, and people to shape our perceptions and persuade us to change our behavior

It creates meaning, a memorable experience,

has transitioned to being something we live in. It’s embraced in the way we live rather than just being on a screem

Is the activity, set of institutions and process for creating, communicating, delivering, and exchanging offerings that have value for customers. How are we creating value?

THe roles of marketing

Identify customers

Satisfy customers

Retain customers

The art of the exchange

Giving one thing for another, both parties must benefit

Original thinking

Strategic procrastination

Quantity drives quality- just generate ideas

Improve, don’t just invent

Embrace failure

Question the default

Vertical integration

a business strategy where a company owns or controls multiple stages of its supply chain, from raw materials to final retail sales, instead of using outside suppliers

Branding

the ongoing process of shaing a unique identity, and should make you feel something, stand for something, and recognize it without having to see it.

Branding vs marketing

Who you are vs how you promote it

Distinctive brand assets

Visual or audible cue that triggers a memory of that brand without having it explicitly mentioned.

• Logo

• Celebrities characteristics

• Music/sound

• Tag line or phrase

• Advertising moments/style

• Characters

Brand identity

The way the brand wants to be perceived, controlled by marketing

Brands place in the world is dictated by

Its visual and sensory identity

Communication style and tone of voice

How it acts

12 Brand Archetypes

Universal personality types that help brands connect with audiences

The hero - believes where there’s a will there’s a way (nike)

The outlaw - believes rules are made to be broken, don’t settle, unconvential (harley davidson, liquid death)

The jester - fun and optimistic (old spice, m&m)

The creator - inspirational, daring, provacative (lego, apple)

Marketing asks.. what do customers actually think about the brand?

Brand image

the actual public perception and total impression that customers hold about a company.

Great marketing happens when the brand is seen the way we want them to see us.

Brand strategy

the way a brand plans itself, end goal is awareness loyalty and creating value. A big roadmap for building identity

Brand positioning map

visual tools that plots brand on a two axis chart showing how customer perceive it. x and y axis

Healthy vs unhealthy

Expensive vs cheap

Performance additives vs none

Brand Identity

Brand Identity - who we say we are

Brand personality - how we personify ourselves

Archetype - who ia the charater were playing

Brand image - who do customers actually hink we are?

Strategic.

Brand stories

Communicate and engage with consumers

Identity myth

a brand culture is a narrative woven from origin, value, and share aspirations, transforming a brand into a cultural icon by providing a sense of somethin bigger

• 
  

What are stories rooted in

a brands history and values

Brand culture

The firm

Pop Culture

Customers

Influences

into

Brand stories