New showcase of strategic branding
We are building and launching Integrated Brands, a showcase of strategic branding to help and inspire marketing managers.
What is the biggest challenge facing marketing managers these days?
Marketing is a challenging discipline at the best of times and now it is more than ever challenging because of the rapidly expanding arsenal of communications tools. Which ones should one use? How should one split the budget? Will “social media” work in my particular market segment?
There are no simple answers and from our experience the best answers relate to how one employs the tools so they work together. To begin with you need to define a clear and emotionally appealing brand focus. Then you need to figure out how to connect with your target audience. In all likelihood you should use a mix of communication techniques that include websites and landing pages. If you treat “social media” as a form of media then you will probably end up being disappointed with the results. Rather it needs to be treated as just one part of an ecosystem that includes person-to-person selling, customer relationship management, e-mail and mobile marketing.
Whenever we develop a new brand campaign for our clients we go through a step of “benchmarking” against brands from around the world that are using techniques that we can emulate. It has been becoming more difficult to find useful case studies because the magic happens in how all the parts of a campaign work together and this cannot be seen by viewing the parts that are displayed on sites that showcase a particular aspect of marketing mix like Ads of the World.
Integrated Brands is a site where marketers can upload case studies that not only show brand messages that are clear and appealing, but also how the new on and offline techniques are being employed in ways that are integrated and strategically clever.
Integrated Brands is site where the content is user generated. We have made it easy for users to log on and upload case studies. If you are a marketing manager please add brands and campaigns that you find impressive. If you are an agency you are welcome to upload examples of your work that illustrate your skills at integrated branding.