Branding and Marketing Communications

Trigger 5 Integrated Marketing Communication (IMC) 1    What is IMC and what does it mean for a company to follow IMC (is it a strategic or an operational tool)? Integrated marketing communications  ( IMC ) is the use of  marketing  strategies to optimise the communication of a consistent message of the company's brands to stakeholders. Or IMC means integrating all the promotional tools, so that they work together in harmony. It ensures that all forms of communications and messages are carefully linked together.   The video bellowed illustrate IMC in an interesting way:     The Different Types of Integrated Marketing Communication  External : This is in the event where a company outsources the task of marketing to a marketing firm or a public relations firm. The firms are then tasked to design and develop the most effective strategies for the contracting firm.  Internal: ...

Trigger 4 How to communicate the brand through storytelling and social media? 1    What is a brand story and what makes a good brand story? A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand (or business, if you prefer). A story must inspire an emotional reaction. Things that can influence your brand include your product, price, history, quality, marketing, in-store experience, purpose, values, location and–most crucially–what other people say about you. Factors make a good brand story:   Trust You must tell a story that has the right features — features that produce successful neural coupling, plus those which exhibit integrity-building features. ·       The story must be driven through personality Susan Gunelius mentioned: “ Brand stories are not marketing materials. They are not ads, and they are not sales pitches. B...