Marketing Historical and Cultural Perspectives

KPI’s

Key Performance Indicators - The goals a brand has

Brand Identity

• purpose

• values

• DNA

• soul

Visual Identiy

The visual appearance of a brand

eg. Logo, Color scheme, Packaging

Verbal Identity

In a visual world, visual stimulus prevails

taglines, slogans, social media platforms

What makes for a GREAT brand identity?

It needs to be relevant and be able to connect with their target audience.

Trust

By using trustworthy figures, brands are able to emulate and create a sense of trust with their audience

Relevance

It’s important for a brand to remain relevant to the current time period, allowing target audience to connect to it with more ease

• using a relavant socio/cultural moment and jumping on trends (that your brand identifies with)

• Working with the calendar year

Top of Mind

A Brand’s goal is to be MEMORABLE

The goal is to ocupy space in the consumers mind. That can be done by having such a solid brand identity.

Embassadors

Having brand embassadors like celebrities, athletes influencers etc. help brands remain top of mind. The audience interested in that embassador now becomes your audience too.

Share of Voice

Smaller budget = You need to be more creative

Bigger budget = You have more voice in the market

Out of Home

Marketing that happens in the “streets”, for example billboards

Medium as the message

Packaging is a core part of brand identity.

Sometimes the identity = product

and just showing the product is enough, no more convincing needed

Branded content

Things that entertain, not just advertise. Familiarize people with the brand. Raises perception of popularity and superiority.

eg, BMW Films, Product placement

4 P’s of Marketing

• Product

• Price

• Place

• Promotion

Media

Diffrent platforms such as subway ads, tv, social media, billboards etc. allow you to reach diffrent, and therefore a wider range of audiences

Agile Marketing

Just in Time Mkt.

The aility to adapt quickly and jusmp on to relevant pop. cultural moments

Taking a Stand

Bybeing a value oriented brands and taking a stand, people might either be with you or against you

Either way, you remain TOP OF MIND

• People who are with you: connect with your message and invest with your brand as it aligns with their own personal values

• People who are against you: Sparks outrage, anger. That emotional reaction is also a connection to your brand.

It get’s people TALKING

Heavy User

Someone heavily invesested in the brand, high brand loyalty.

Vision Statement

Long term and more ample declerations of a brands goals and the future it aims to create

Mission Statement

Short term decleration highlighting what the brand does and why it matters

The Golden Circle

WHAT→HOW→WHY

People dont buy what you do, the buy WHY YOU DO IT

This is what diffrenentiantes a great brand. People connect to their WHY. Their PURPOSE.

Subbrands

Smaller brands inside a bigger brand

eg. Adidas Originals, Nike Jordan, Apple TV etc.

Allows brands t break into new segments and connnect to new audiences

Benchmarking

“Learning from the greats”

When you learn from other brands

Storytelling

A crucial way of connecting with your audience because people connect emotionally.

Liquid and Linked Content

Introduced by Coca Cola

Liquid Content:

• Contagious Ideas: SO creative that they spread rapidly and take on a life of their own

• Uncontrolable Reach: People spread them organically

Linked Content:

• Remains “Top-Down” and striclty connected to the brands positioning, values, objectives, and consumer intrests.

• Ensuring that the viral or fluid conversation generated by the campaign reflects positively back on the company and drives meaningful engagement or action

Empowerment to consumers

Distribution of creativity, taking in imput from consumers

Brand Value Assets

represent the economic and financial worth of a brand as an intangible business asset

greenwashing

pretending to be ecofiendly and sustainable

Own Media

media yout brand fully controls

eg. websites, own social media platforms

• can feel biased and limited

paid media

time and space being paid for

eg. tv ads, broadcasts, billboards

• boring, expensive, annoying

earned media

your reputation

eg. what others say, your pr

• no control

identity through media

• own media

• paid media

• earned media

in mkt we use a combination of all three

creativity

nobody reads ads, people read things that intrest them and sometimes its an ad. be creative think outside the box