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 16, 2011 | Advertising
Smartphones are getting smarter, all thanks to advertising. With more people accessing the internet through their mobile phones, ad upgrading offers a huge niche for ad revenue. Mobile advertising is where creative juices (and funding) will be flowing hard. The thought of putting progressive advertising into the palm of every smartphone user’s hand couldn’t’ be more exciting!
Image provided courtesy of the Annie Mole (flickr), under the creative commons license.
With Google’s acquisition of Android Operating Systems and with the purchase of AdMob, the largest mobile advertising network out there, Google has put their stake in the sand for the fight in mobile advertising dominance.
A hair behind is Apple, with a $275 million dollar acquisition of Quattro Wireless after losing out to AdMob. The launch of the iPhone 4G which allows users to browse multiple programs simultaneously, has invariably improved the possibility for greater advertising space.
This means a great change for agencies, as it builds a brand new facet to our already lively interactive sector, and a viable tool for branding and monetizing the mobile web. Mobile advertising in the recent past was relatively archaic and chunky, but with big media players investing in functionality, the result is our playground.
mph
by Miriam Hara | Feb 9, 2011 | Business Success
Experiential marketing is all about two things: 1) involvement and 2) engagement. This can be a great transition phase for a brand campaign that has run its course. Brand is a living thing, propelled by a living market, and getting the audience involved in your brand campaign is a sure-fire way of holding their attention. Create a deeper dialogue with your consumers.
(Click to see video) Image provided courtesy of the Edmonton Journal, under the creative commons license.
In 2009, James Ready beer ran a consumer-oriented campaign by asking its drinkers “How can James Ready Help You”? The company ended up paying for a wedding in Windsor Ontario, complete with a James Ready beer bottle cake and a stocked bar. Not only did the entire event serve as one large advertisement for the company, it gave James Ready humanity and a good name – advertisements subtly infiltrating the thank you speeches and photographs.
Marketing Magazine also reported a new experiential effort by Lays Chips to enhance their Canadian consumers’ relationship with their brand and to speak to their national identity. “Chip trips” initiated last year, helps Canadians discover Canada by organizing national trip discounts that Lays buyers are exclusively privy to. The product infiltrates the life and experiences of its consumers, ultimately impacting them positively and earning their commitment.
The best way to reach out is to engage. This can be done by any company large or small, independent of product, industry, or service, and the dialogue between crowd and client is getting more and more personal and invested.
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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!
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Miriam P. Hara
3H Communications Inc | www.3h.ca
by Miriam Hara | Jan 5, 2011 | Business Success
It’s back to business, but business, as we know it, has changed. We need to adapt to stay competitive and embrace change to be in the know … and ultimately on the go!
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