by Miriam Hara | May 10, 2011 | Advertising
International functional beverage, food, vitamin and supplement store Liquid Nutrition has named 3H Communications as its branding and marketing agency. 3H started its assignment by redesigning the Liquid Nutrition website. The agency will also implement all of Liquid Nutrition’s: branding initiatives (in-store, consumer brochures, menu boards, point-of-sale), advertising (transit shelter campaign (currently in the Montreal Marketplace), couponing) and franchise initiatives (B2B advertising campaign (online and print) as well as all collateral).
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by Miriam Hara | Apr 13, 2011 | Advertising
For effective pharmaceutical advertising you need to take off the lab coat. It might be intuitive to assume that regulation stomps creation, but structure can also be viewed as a firm jumping-off point. You need to colour within the guidelines.
There were two specific hurdles ahead of us at 3H when we partnered with global brand Johnson & Johnson to develop “Point it out”, a campaign for acne care product RETIN-A MICRO®: 1) Create a campaign that would speak to young adults while promoting a new OTC (over-the-counter) product, and 2) adhere to the strict guidelines of PAAB (Pharmaceutical Advertising Advisory Board).
This campaign also achieved duality, speaking with authority while welcoming the attention of the target (young adults) with its contemporary approach. Our creative had to be crisp and efficient, so we made every element informative – pairing strong headline messaging with a striking visual that instantly communicated the product’s benefits.
Use clear messaging; use bold creative.
by Miriam Hara | Feb 25, 2011 | Branding
It may be a market warrior’s dream to make the brand they develop for a company into an icon. Chanel, Coca-Cola, Nike, Michelin – all brand names that have become synonymous with their symbolism. Brands that became more than commodity culture, they became pop culture. When you have strong visual cue, brands are conduits. People relate to them on a personal level because good brands, ones that survive, have personality and wit. Going beyond the brand mechanics, they position themselves. They never follow a trend… they should encourage one.
Image provided courtesy of the Nike, under the creative commons license.
Iconic brands might be an industry brass ring, but brands don’t fail if they fail to become cultural icons—many widely respected brands still maintain a name within a designate community, such as Sick Kids and Anne Taylor.
Brands aren’t just for corporations either. Personal brands come by way of blogging, podcasts and other new media-driven personalities. Whether it is creating a personality for a product, or a person, the key is conveying that character to the market. The human element, in all forms of art, is the one that resonates. So get to know your brand, and perhaps in the future, everyone will know it too.
by Miriam Hara | Feb 1, 2011 | Branding
Brand is bigger than you realize. Brand is what consumers first see of a product/service… it’s the initial hook…but the follow through is even more important as it is how the brand becomes part of lifestyle.
Image courtesy of kudumomo@Flickr under a creative commons license
Your brand extends to your employees, clients, right down to your outfit. Your shoes are Nikes, your computer is an Apple, and your car is a Honda. You live in brand, and sometimes you don’t even know it – but the lifestyle these companies sell has worked, and that’s why you identify with them. Living in brand is also a way of building recognition. The iconic Nike swoosh, Apple’s…well apple, and Honda’s big H. My company is recognized by purple and mustard yellow. Purple is my brand, and I believe in brand – that’s why I wear purple every day.
This all-inclusive approach stays within marketing rules of simplicity, be direct and convey a single message. This strategy is a great “value-added” approach. But it’s all about the follow through. I wear purple and I get recognized, but if my service and “product” delivery is below par it won’t matter what colour I’m wearing. Luckily, my clients not only recognize purple, they recognize great service, solid work and expertise… and and this association sticks. Purple perfection!
mph
Miriam P. Hara
3H Communications Inc | www.3h.ca
by Miriam Hara | Sep 29, 2010 | Social Media
Social Media Marketing Takes Commitment
It’s not enough to use it, to have a profile in the network – using Social Media Marketing (SMM) , requires the conversation. A lot of where your brand is taken (with aggregation and networking) is outside of your control. It is important to have a strategy, positioning and aligning yourself in the best possible groups, networks and conversations that will speak to your target and open new doors.
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