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.
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`.
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.
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.
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: 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.