IE Challenge: Green Communication

Branded Content

Earned Media Space: Featuring something because it is so good that someone writes about it. When it is good, not bad.

Paid Media Space: You pay to be featured

Branded content (content marketing):

Cacophony:


Give an emotion a face to a story to get attention. Mention one person, no a bunch. No statistics, but a singuar ca


What is a Brand?

It is:

  • Name, term, design or any other feature that identifies one seller form other sellers. Differentiation.

  • Set of expectations (memories), stories and relationships that are taken together to account for a consumer to choose one service over another. Emotional connection.

  • Promise to a consumer defining what they can expect from a product or service and differentiating it from competitors. Consumer perception.

Voice identity: tone, values, and styles

Visual identity: logo, colors, typography and more

Trustworthy expression of people behind the brand provides focus, differentiation

Legitimacy territory:

4D Matrix: Funny vs. serious; formal vs. casual; enthusiastic vs. matter-of-fact; Respectful vs. irreverent

Brand Audit: