Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company. There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior. Social business pioneer Michael Brito covers every step of the process, including: Understanding the unpredictable nature and dynamic behaviors of the social customer Deploying social business strategies that will help facilitate the change from brand to media company Building a content organization and setting the stage for transformation Creating a real-time command center that will help facilitate reactive and proactive content marketing Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration) Enabling customers and employees (brand journalists) to feed the content engine Developing your content strategy that can be executed across paid, earned, and owned media content Transitioning from “brand messaging” to a highly relevant content narrative Evaluating the content marketing vendors and software platforms vying for your business Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.
Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.
Therefore, the researchers, in the field, have devised a new concept called neuro-marketing, which maps the cognitive behaviour (the way one thinks and reacts) of a consumer. This comprehensive book highlights various aspects of neuromarketing, its application to study consumer behaviour, and its techniques to strengthen brand management and advertising strategies. The book has been organized into four different sections. Section I details on essentials of marketing and brand management. Section II digs on to the rationale of neuromarketing, explaining the structure and the function of the human brain. The correlation between autonomic nervous system and brand communication is also explained in detail in the text. Students are also introduced to the concepts of brain laterality and to the various research methods used to conduct neuromarketing such as functional Magnetic Resonance Imaging (fMRI), Magnetic Resonance Imaging (MRI) and coloured scanning. Section III digs on to the emerging areas of neuromarketing with the help of some important research pape Section IV discusses concepts of neuromarketing in an integrated approach. The section also presents some application areas with special reference to communication strategy, design and product life-cycle.
Marketers often make changes to brands to make the brand seem current or exciting. Some updates are successful while others are spectacular failures. This dissertation establishes a connection between consumer acceptance or rejection of updated brands and the consumer's reported brand nostalgia. In this dissertation, I refine the current marketing definitions of nostalgia to develop a more specific construct of brand nostalgia, develop a scale to measure the construct of brand nostalgia, examine the differences between schemas for nostalgic brands and non-nostalgic brands, and show that consumers' affective and attitudinal responses to changes in a brand are moderated by brand nostalgia. Nostalgia has been defined as "a positively toned evocation of a lived past" (Davis 1979), and "a fondness for possessions and activities associated with days of yore" (Holbrook 1993). Consumers have been observed to engage in nostalgic behaviors, from re-watching favorite old movies (Holbrook, 1993) to reminiscing about favorite cars from their youth (Brown, Kozinets and Sherry 2003) to consuming specific foods as a way to reconnect with the past (Loveland, Smeesters and Mandel, 2010). Consumers have also reported nostalgic feelings for particular brands or items (Holbrook and Schindler 2003). When individuals recall nostalgic memories, they recall affect and brand information stored in their schema for the target brand (Collins and Loftus 1975). Nostalgia is "not a true recreation of the past but rather a combination of many different memories, all integrated together and in the process, all negative emotions filtered out" (Hirsch 1992). Thus, the individual's memory trace is biased, leading the individual to recall the brand as being better than it actually was. Further, when an individual forms a relationship with a brand, the individual incorporates affective and attitudinal information into the schema, leading to a more complex, more robust schema (Fournier 1998; Smit, Bronner and Tolboom 2006). Once the individual experiences the updated brand, he compares the new experience to his biased memory and attempts to assimilate the new stimuli into his or her existing schema. The individual's ability to assimilate the new experience into their schema built on the biased memory will depend on the degree of change to the brand as well as the individual's level of nostalgia towards the brand. When a highly nostalgic individual processes a changed brand, his more complex and affect-based schema will lead to a smaller latitude of acceptance for the change (Hart and Diehl 1993). If the change falls outside the latitude of acceptance, the individual will reject the updated brand (Atkins, Deaux & Bieri 1967). Conversely, less nostalgic individuals are likely to have less complex, less affect-laden, less positively biased memories of the brand, making them more likely to assimilate the change (Meyers-Levy and Sternthal 1993; Martin 1986; Martin, Seta and Crelia 1990). This dissertation combines literature from marketing, psychology and sociology to identify the ways in which the cognitive structures nostalgic individuals access when exposed to a brand towards which they are nostalgic differ from the cognitive structures non-nostalgic individuals access. This dissertation further provides a framework for both practitioners and academics to better predict consumer responses to changes in brands with nostalgic cache.
What happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Branding the Nation offers a unique critical perspective on the power of brands to affect how we think about space, value and identity.
Disruptive forces have rewritten the rules of business. In an age of continuous change the strength and authenticity of brands has become more important than ever. The organizations that can master their brand experience are able to survive disruption by disrupting themselves; companies that can't do this will leave themselves ripe for disruption. Disruptive Branding is a practical guide, demonstrating how to harness change to power your brand's survival and ensure growth in a transforming world. It will help ambitious, courageous and aspirational organizations to define their compelling brand strategies, design powerful brand experiences and innovate new brand-led products and services. Disruptive Branding tells the stories of businesses that have succeeded in managing the forces of disruption. From Nintendo fighting off its competition by re-imagining gaming, to Airbnb redefining what it means to travel, modern day brands are thinking faster and smarter than ever before. This book identifies the strategies and designs that some of the world's most successful brands use to stay one step ahead of the curve. It is an invaluable resource for brands working to withstand disruption - or even become disruptors themselves.