"What's the beef?"

My response: “10 Mistakes Brands make on Facebook in the Middle East”

Undeniably, social media, Facebook included, has reshaped how we connect with our audience.

Whilst incredibly powerful and exciting, it’s important to remember, social media plays but a part within a wider brand communications touch-point strategy. Whilst the potential benefits and rewards are attractive, strategising social media’s role and purpose within your business, if it is to succeed, must be a well-considered and executed initiative — working in complete harmony with your brand.

Where the most effective strategies have succeeded in connecting, both internally and externally, has been when social media has been integrated in to a holistic brand communications plan. Respecting all of the existing components of an organisation’s Brand Platform, i.e. its culture, personality, values, which in-turn informs its look-and-feel and tone-of-voice.

So, whether your product or service is young, fresh and fun, or conservative, composed and prudent, the results are the same — your Facebook page should reinforce the characteristics of your brand.

This will help determine how best to communicate with your stakeholders, reducing the likelihood of fragmentation and risk of implementing a platform that will undermine and ultimately devalue your brand. [DD]

— Original Post: “10 Mistakes Brands make on Facebook in the Middle East” / Innovations Digital

How to Build and Keep Your Brand Strong

Reblogged digitalspark:

 

·       Compelling Value Propositions

·       High quality Customer Experiences

·       Reputation for excellence … delivery on promises

·       Unique / distinct positioning and imaging concepts

·       Strong communications program

·       Add partnerships and strategic alliances

·       Intense customer focus

·       First and early mover technology advantage

·       Relentless Innovation

 

Maybe you aren’t best in all, but you should be working in all these areas.

Diet Coke Limited Edition

Reblogged wearemalossol:

Diet Coke reveals a new look for fall with a limited-time-only can design by Turner Duckworth.

“The design features a section of the Diet Coke logo, cropped to feature the “D” and “k” set against the brand’s signature silver backdrop,  creating a bold, tailored look for fall.  The new can design will be available nationwide beginning September and only on shelves for two months.”

…And not forgetting the importance of retail display marketing and POS… [DD]

A New Identity for Hero Motocorp (form. Hero Honda)

Following last month’s news about the renaming of Hero Honda Motors to Hero Motocorp, India’s largest ‘two-wheeler maker’, the eagerly anticipated new logo identity launched today in London.

Over the past few months, Wolff-Olins have been working with the company to review the brand strategy and architecture, the system used to structure, name and design the brands within the organisation. (See my earlier post).

Brand architecture is all about coherence
The objective of brand architecture is clear: To make the relationships between the corporation and its sub-divisions, companies, products etc. easy to understand — ensuring these relationships are not only distinctive and compelling but are also relevant to the audience, and of course, the consumer.

It’s not just about creating a visual design system. Brand architecture is a key component within the overall business strategy. In this case, providing Hero Motocorp with an opportunity to define, communicate and reinforce a new identity, positioning and purpose across all their markets, whether local or international. With the latter reinforced by today’s launch event in London.

By providing the context and tools to rationalize its portfolio, and continue life without Honda’s endorsement; a strong, coherent brand architecture will enable Hero Motocorp to not only leverage its brands into new markets but also provide the framework and strategy to assimilate acquired brands, too.

(Above: Hero Motocorp’s new identity revealed today at the O2, London)

For me: Brand architecture is the most interesting and revealing of processes — amalgamating both the strategic left and creative right sides of the brain, and helping to pave the way for new ideas, innovation and growth.

Unfortunately, there doesn’t seem to be a lot online about today’s launch. Hopefully, over the coming weeks, more details surrounding the rebrand will become available.

DD

The Royal Brand

The royal brand is irreplaceable…no one does it better than the British.

I woke up early this morning, put on my best spring hat, and sat with a cup of tea to be enchanted and transfixed with the glory of it all. A much needed respite from all of the tragedies that beset the world—nature’s wrath, political turmoil, uncertainty.

The royal brand is very much alive. I love pomp and circumstance and any ritual that demands wearing a hat, great architecture, and music for the soul. Each moment was filled with symbols and storytelling. So much thought and control over thousands of details. Meaning! Color! Sound! Light! Language! Scale! Emotional connections at every brand touchpoint. Sensory delight.

Why do all of those people camp out for days on the streets of London? Why do people get from around the world get up at ungodly hours to experience a royal wedding in real time? Why do we all want to be part of this—and feel at some level, that we really are part of this? We love love. We want to be part of something bigger that is connected to history and tradition. We yearn for reasons to celebrate and be happy. Our inner child wants random acts of proof that fairy tales do exist. And because, we have a sense that Kate and William will revitalize the good things that a royal brand can stand for.

@AlinaWheeler