The Brand Integrity Equation
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The Brand Integrity Equation

When you hear or see the word “brand,” what do you think of? A logo? A slogan or tag line? A character? That’s what many consumers would think of.

Now, put on your MarCom hat – what do you think of? Brand identity, brand promise, mission, vision, logo, colors, tone-of-voice, visuals, taglines, personas, marketing touchpoints…

Sure. But that’s not all. A brand is made up of the sum of ALL its parts, not just the ones that marketers focus on. Brand identity is delivered to consumers through an organization’s products and services, its sales team, its pricing, its product development, its customer service, even its fine print.

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Psychology Behind Marketing – The Culture Filter
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Psychology Behind Marketing – The Culture Filter

PRSA (Public Relations Society of America) defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Marketing, as defined by the American Marketing Association, is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

As a MarCom professional, the goal on both fronts is to build a meaningful, valuable, and mutually-beneficial relationships. In order to do that, you need to gain a deep understanding about each audience with which you are trying to connect. You need to understand what each segment cares about, what motivates them, and what inhibits them. This relationship building, when done correctly, requires a reversion back to the very basics – communication that is rooted in trust and cooperation.

Recently I was perusing some psychology articles in my feed, and two disciplines jumped out at me: Anthropology and Sociology. They got my MarCom wheels turning…

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