Sound Brand Communications Strategy Is a Key To a Great Content Marketing

Do you want to capture your consumers` attention? Do you want to seduce their hearts? Do you want them to love your brand for good or bad?

Deliver a genuine and meaningful reason.  Do something worth following and talking about.

In the era of sameness – same products, same prices, same packagings, same and boring advertising – people are looking for unique and authentic brands and stories behind them that will resonate with their rational or emotional needs, touch their feelings and souls.

However a good story always comes from a great brand strategy that is translated into a sound communications platform. The form of delivering the message is of secondary importance. Why? Because it’s not a viral video that matters. It’s a video of something that matters that goes viral. And the KLM commercial is the best example of it.

Brand Archetypes Decoded

Archetypes are pre-requisite for brand building – to create rich brand personality, infuse brand with values, define its relationships with target group and establish brand communication platform and tone of voice.


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Let the Force Be With You: Brand Communications Strategy of the VW

Wykorzystanie archetypu w strategii komunikacji poprzedzone musi być analizami wizerunku marki by określić:

  • idealny / pożądany wizerunek kategorii
  • pożądany wizerunek marki
  • obecną percepcję marki

Na bazie ich porównania dowiemy się na jakich atrybutach mamy największe odchylenia od pożądanego wizerunku kategorii oraz jakie atrybuty musimy skorygować / zmodyfikować / dodać / usunać / wzmocnić lub osłabić by uzyskać strong, positive and favorable `differential advantage`.

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New Brand Communications Strategy of the Jaguar Based Upon the Villain Archetype

Amerykański rynek samochodów luksusowych zdominowany jest głównie przez dobrze znane  marki europejskie (BMW, Mercedes-Benz, Audi, Porsche, Ferrari) i japońskie (Lexus, Accura, Infinitti). Brakowało wśród nich marki z Wielkiej Brytanii, kraju który kojarzy się z rodziną królewską, tradycją, dystyngowanym szykiem i elegancją.

Ale oto do gry dołączyła marka Jaguar, która weszła na rynek amerykański z nową reklamą modelu Jaguar F-Type Coupe, przygotowaną przez agencję Spark44 a wyreżyserowaną przez Toma Hoopera, zdobywcę Oscara za reżyserię filmu „The King`s Speech”. Reklama została po raz pierwszy wyemitowana w prime-timie, podczas mającego największą oglądalność w USA, finale SuperBowl.

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Innovative Brand Strategy: CITI Bike Shows How To Humanize A Stiff & Cold Financial Brand


Differentiate or Die. Innovate Your Brand Strategy or Die.

Launched in May 2013, Citi Bike is a program that put 10,000 cobalt blue three-speed bicycles with puncture resistant tires into some 600 stations all around New York City. It means that the Citi brand is pervasive in New York and, better yet, is seen on something innovative, even trendy. So trendy that Bruce Willis rode a Citi Bike onto the stage of David Letterman’s Late Night Show. So trendy that even celebrities are seen riding the citi bike, for example Leonardo Di Caprio.

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Product Design Builds Consumers Desire For Brands: 1930 Art Deco Henderson


Product Design Is Essential To Grabbing Attention And Seducing Shoppers` Sences

Henderson produced 4-cylinder motorcycles from 1912 until 1931. They were the largest and fastest motorcycles of their time, and appealed to sport riders and police departments. Police favored them for traffic patrol because they were faster than anything on the roads. Henderson was a Chicago brand and one of the American ‘Big Three‘ (with Harley-Davidson and Indian). The company began during the golden age of motorcycling, and ended during the Great Depression.

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Smart Brand Communications Strategy Often Results In Ambient Advertising


Mini Cooper Clubman – Different In Range Different in Advertising

One of the benefits of Mini Cooper Clubman is that it has more space for luggage vs the basic Mini, while yet it still looks cute. Art director Maximilian Pinegger and copywriter Justin Salice-Stephan, both from the Miami Ad School, developed a creative ambient concept of airport luggage carousel that not only attracts attention but nicely communicates this differential benefit.

Brand Communications That Builds Brand Experience

Advertising that deepens brand experience2Advertising that deepens brand experience

To Be Successful You Need To Build Brand Experience. This is Possible Only With the Thoughtful Brand Strategy and Brand Communications 

The game of marketing has changed fundamentally. Due to technical development we can see informational clutter, usually in a form of uninspiring and boring print and TV ads that simply deliver plain information. So to be successful one needs to get through the clutter to attract attention and what is more important to win a place in crowded hearts and minds of consumers. It calls for unconventional  ideas and concepts that are entertaining and capture their imagination. STRATEGIC CREATIVITY is the name of the game!

IBM`S New Brand Communications: Smart Creative Ideas


IBM`s New Brand Communications: Smarter Ideas for Smarter Cities Billboard Campaign

Billboards are meant to distract and annoy, to draw attention and to not fit in. In its recent on-street ad campaign, IBM promotes its People for Smart Cities Program with billboards that are even more invasive.

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