It’s here, finally! The Meaningful Brand by Nigel Hollis – a great read about branding and marketing communications. How it is done. And how it works. To create value and drive revenue based on meaningful differentiation.
So forget your master studies. And get a hold of this one. Particularly, if you are into research and consumer behavior.
Check at amazon.com
Wrigley’s since 1893: Von William Wrigley Jr. erfunden, eroberten Wrigley’s Spearmint und Juicy Fruit schnell den amerikanischen Markt. 1950 folgte der Verkauf in Deutschland. Seitdem ein Klassiker. Bis Mitte der 70er waren dann drei Sorten erhältlich: Spearmint, Juicy Fruit und Doublemint (Quelle wrigley.de).
Der aktuelle Claim von Wrigley’s Spearmint lautet: “War gut. Ist gut. Bleibt gut.” Die erste Botschaft der Wrigley Company Website lockt wie folgt in die Kaugummiwelt: “Mit kleinen Freuden den Alltag verschönern.” Ähnlich der letzte Extra Spot: “Sometimes, the little things last the longest. Give extra, get extra.” (Vergleiche: Wie man Müll und Kitsch in eine Familientradition zwingt – W&V, 09/2013, Susanne Herrmann). Read more →
John Lewis “If it matters to you, it matters to us” is a very charming stop-frame animation, that originally and emotionally supports brand development of a high-involvement product, such as insurance. Everything matters!
Leading brand consulting firms provide reasonable ideas about what matters most to build valuable brands for both, customers and companies.
At the heart, Interbrand defines brand strength along authenticity, relevance, differentiation, consistency, presence and understanding. Keep it real, but up to date!
This concept resonates with a variety of publications. Let’s say common branding sense. Academically, the way, how to go about from developing a meaningful identity (brand awareness, imagery, performance) to impact responses (judgements, feelings) to ideally create strong relationships, has been outlined by Keller K. L. in “Building, Measuring, and Managing Brand Equity (compare Chiligum Strategies: Brands and Ads, that Make a Difference).
Now, a somehow underlying theme becomes brand experience – especially, driven by digital. For instance, Ogilvy presents within their framework four Es (experience, everyplace, exchange and evangelism), to replace the marketing mix. Read more →