Dự án do chuyên gia thương hiệu Võ Văn Quang thực hiện, bao gồm brand strategy, logo concept và slogan; thiết kế logo thực hiện bởi project partner là Rebranded - Jakob Lennartson. Bài viết cũng phần nào giải thích rằng một brand name hay một brand message có thể được với giá 3000USD ngay tại Việt Nam.
So much has changed in advertising in the past five years since the second edition
of this book, that almost every chapter needed—and received—major revisions
and updating. Not only have advertisers changed what they do, but even when
they do the same thing, often it’s called something else. Even more important
there are now new chapters on subjects not covered before: branding and Yellow
Pages advertising plus a totally new approach to basic Internet advertising.
The term viral video refers to
video clip content which
gains widespread popularity
through the process of
Internet sharing, typically
through email or IM
messages, blogs and other
media sharing websites.
Viral videos are often
humorous in nature and may
range from televised comedy
sketches and unintentionally
released amateur video clips.
“Without monitoring conversations on the Web, you won’t know who’s talking about your brand and your
products or services, and what the positive and negative sentiments are about them,” says Davenport.
“You won’t know how influential a particular praising or criticizing customer is. You won’t be able to
compare different brand messages, commercial videos, etc. and see what the quick reaction is to them.
In short, you’re missing a lot of marketing opportunity.
The marketing funnel is a broken metaphor that overlooks the complexity social media introduces
into the buying process. As consumers’ trust in traditional media diminishes, marketers need a
new approach. We propose a new metric, engagement, that includes four components: involvement,
interaction, intimacy, and influence. Each of these is built from data collected from online and offline
We live in a society that bombards consumers
with messages, from pop-ups on computers, to
on-line chat room links, to e-newsletters and e-
blasts, to advertising in traditional media, all de-
signed to build a “share of mind” for a product,
service or social cause. marketing is at the heart
of every successful brand, business, organization,
and cause. marketing is not merely communica-
tions. it is the sum presentation to the customer
of a value equation that results in a sale or action.
Inside The Minds
The consumer is empowered and skeptical, holding the brand responsible for corporate behavior as never before. A concept used to describe effective communication in the past was the “pyramid of influence.” In this old model, opinion leaders received top priority, and information “trickled down” to the consumer. This model relied on elite media delivering messages in editorial form to those at the top of the pyramid. Advertising was then used to inform the mass audience and stimulate purchase.
Customer loyalty is of utmost importance to apparel and footwear manufacturers, who would do almost
anything to attract new customers while trying to keep existing customers. “In a market that bombards consumers
with advertising campaigns and lifestyle and fashion messages, a brand name is a powerful weapon in these efforts”
(Wagle). Brand names are becoming increasingly important to consumers as disposable income and the amount of
time consumers are able to shop around is slowly diminishing.
Here are 12 reasons why you might need to know the inside secrets of how to commission a video. You have a product to sell You provide a service You are putting on an event You need to get a message over. You are a business start-up You are established but want to increase sales You don’t want an amateur video You don’t have time to spend on learning how to make a video yourself You are not sure how to go about getting a video You need to project an image suited to your brand You do not...
What makes ZeroMQ so popular and controversial? I’ve watched and been part of this story for a long time. My little software firm, iMatix, has always built distributed software, as far back as 1990. We know how difficult and expensive it used to be to get code talking to code. In 2004 we started designing AMQP for JPMorganChase, and building the OpenAMQ messaging server. In 2007 we felt that wasn’t going to fly, and began building a brand new open source stack focused on performance, simplicity, and decentralization....
Your job is firstly to make the visitor trust your web site, by making your web page “getable”, so
that your visitor believes “I'm in the right place to get what I want”. This means you first need to
have insight into your visitor's goals, and the triggers that will give them positive vibes, with a
brand and a message that's immediately accessible. If you can achieve that, they will look for the
Then your job is to keep the “scent”, so that they continue to think, “I’m going to get what I want
here”. You’ve got a limited opportunity to do that. If...
Social media marketing programs usually center on efforts to create content that attracts attention and encourages
readers to share it with their social networks. A corporate message spreads from user to user and presumably
resonates because it is coming from a trusted source, as opposed to the brand or company itself.
Social media has become a platform that is easily accessible to anyone with internet access, opening doors for
organizations to increase their brand awareness and facilitate conversations with the customer.
Facebook will morph from a relatively private social space
to a business entity driven by the bottom line. Brands will
need to tread carefully as they explore these new
opportunities. Some users will tolerate prominent
advertising in return for free access to their friends and
social connections, but others may balk at increased
commercialization. Seeing their personal data sold for
targeted advertising may cause resentment, unless brands
deliver engaging content that is appropriate for this
This shift in technological connectivity offers marketers an
opportunity to sew their conversations with consumers
together into a coherent story. It’s not about bombarding
people with marketing noise, but rather integrating previous
interactions to ensure greater relevance when attention is
being paid to a brand’s message. Treading the line between
privacy fears and consumer empowerment is going to be a
key determinant of success.
In 2013 the green shoots of omnichannel strategies will
involve companies turning existing datasets into active
Small movement matters Moneyball and marketing New performance indicators Going deep Keeping better score The funnel is dead! Traditional marketing approaches fall short in the new customer landscape How the new customer narrative works Faster Horses A new marketing landscape Content is not messaging and is more than copy The digital customer narrative How digital customer behaviour is changing brand management How building communities changes
Today’s Internet-savvy buyers are hungry for content. And not just any content … valuable, relevant content that offers solutions to their problems and helps them lead successful, productive, enjoyable jobs and lives. However, they are also inundated by thousands of marketing messages every day, most of which they ignore. To get through, you need to communicate differently—you need to do more than just sell products and services. You need to provide information.
Chapter 19 - Using social media to connect with consumers. After reading chapter 19, you should be able to: Define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network.
Chapter 16: Using social media to connect with consumers. In this chapter, you learned to: Define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network,...
Chapter 19 provides knowledge of using social media to connect with consumers. This chapter define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network.