Companies spend significant investments in creating market differentiation through advertising, promotions and social media. However, most companies do not fully leverage their CEO as a persona for their brands. This presentation covers the role of the CEO as the key image of the brand and how executive communication can help shape the right brand image.
Adversity in the capital markets has identified the vulnerability of the current business approaches of some of the largest Fortune 500 corporations, leading to the demise of well-established brands and organizations. However, this market adversity has also brought into focus companies that have not only been able to survive in this era of uncertainty, but actually prosper.
“Digital waylearning” is the evolution of wayfinding, fuelled by the advent of digital technology and the heightened need for rapid and personalized information in a world of terrorist threats, H1N1 fears and Amber Alert messages. Due to the flexibility of digital wayfinding and its relatively new state in the build environments, it is becoming a critical influence in wayfinding programs.
Place branding is an important means of heightening consumers’ awareness of their spaces and of distinguishing one venue from another. Navigational tools and wayfinding systems establish the feel of a place and a brand, reassuring visitors while providing them with additional information,directly impacting a visitor’s first impression and overall experience.
Digital Signage has been populating the marketplace slowly but surely; most likely, you have seen it everywhere you go. At the airport, in hotels, at the major grocery stores, at the biggest retailers—the mere fact that you’re aware of Digital Signage proves its effectiveness. Due to the flexibility of the medium and its relatively new state in the marketplace, it is easy for a first-time user to get overwhelmed by the ins and outs of implementing a Digital Signage Program.
Jeff Hirsch is the Founder and President of The Right Brain Studio in Studio City, California. He is an accomplished marketing innovator and highly skilled moderator. His business-building strategies and new product ideas have touched the vast majority of the U.S. population and generated hundreds of millions of dollars in revenues for prestigious consumer-oriented companies.
Promotional packaging has become one of the most effective marketing tools for the package goods industry as the cost of media and other communication vehicles skyrocket and the range of offerings at retail explode. For marketers, the key question is “Are you getting the most out of your onpack promotional activities?” Package flashes are one of the most effective tools to communicate a key consumer value message and learn the best approaches to optimize their effectiveness.
By definition, a trend is a general direction in which something tends to move; or a gradual change in a condition, output, or process over time. A trend is very different from a fad. A fad is defined as a short-lived movement, usually lasting only a few months. A trend, on the other hand, can potentially become a long-term influence on the future of a market. A fad and a trend may resemble each other at first, but there is usually a definite life span to a fad, whereas trends tend to grow and evolve over time.
The market downturn has only emphasized the need for focused and engaged employees who clearly understand and live the brand promise. A lot has been written about employment branding but little has been written on the role of visuals to help shape and define employee perspectives and their need for a sense of belonging and self-esteem in an organization. Gain an strong understanding on the role of visuals and how they can ensure employees can understand and retain key information.
Shikatani Lacroix (SL) conducted research in the consumer-packaged goods (CPG) and retail sectors to answer the critical question “What is your level of activity in sustainable design?” The research set out to understand the level of awareness of current and future initiatives within organizations regarding sustainable design. The study was conducted in North America with over 190 companies and individuals participating.
Since packaging is one of the marketing corner stones of most consumer package goods organization, the need to clearly understand the impact on sales and ROI has come to the forefront of discussions as part of companies annual operating planning process.
Wayfinding has existed since man identified a need to find his bearings as he travelled for food, shelter or safety. In architecture, Wayfinding also refers to the user experience of orientation and choosing a path within the built environment, and to the set of architectural and/or design elements that aid orientation.
The art and science of branding is why consumers take notice of some services and not others. Every service, just like every personality, has its distinguishing characteristics that needs to be communicated in a consistent and highly differentiated way.
The real challenge is to have a clear understanding on why a consistent brand image and message is critical to how consumers perceive your products or services and how this consistency leads to purchase intent.
The need to develop a clearly defined MOT is emerging as a key competitive advantage for marketers wanting to gain strong customer loyalty and a clear point of difference in the marketplace by converting customers to advocates for the brand.
The word engagement defines the action of being committed, to occupy a presence, to attract or cause someone to become involved. For marketers, the word clearly defines the level of brand loyalty and repeats purchase, the true measures of the health of a brand.
Just because Social Media tools are free does not mean they should be used without a solid understanding of their capabilities.
Before you get started, you will need to clearly understand how you are going to leverage one of the most powerful tools.
What trends will impact business and how can organization take advantage of these insights?
This article explores major factors that will be shaping business today and well into the future in addition to recommendations.
Understanding key factors for how culture impacts global branding efforts.
This is the underlining premise of this white paper which we will attempt to identify some important considerations and strategies for successful global branding.
