Tag Archives: strategia marki

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.

HD

Continue reading

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`.

Continue reading