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Game of Brands

metPosted for Everyone to comment on, 5 years ago6 min read


Panasonic innovations

The Game

The past couple of decades were the signature for substantial technological, regulative and social changes that had an important impact on the way the business companies are operating, here including the way they develop and implement their marketing strategies. Never before in history had such fundamental changes taken place in the market environment, the business models, and the strategies in such a short time. It is more obvious than ever that the era of the static design and the fixed prices in FIAT is over, clearing out a broad lime lit way for the dynamic models of constantly revising products and prices based on the current trends and demands.

The user stop thinking about the particular words meaning in the brand name, once you managed to fill up the brand with complementary content.
Hristo Hristov-Bell, Head of Copywriting & Off-air creative in Nova TV Broadcasting

The concept to put the customer in the centre of the business processes, drawn by Peter Drucker, as a tight marketing ideology in the second half of the 20th century recognizes the importance to focus on customers’ needs hasn’t lost on its importance, even nowadays. One thing that changed for good is the enhanced role of the customer while defining the company’s marketing strategies. A good example for this is sharing the business activity with the company’s customers that may lead to an enhanced or depressed performance visibility. Follow @MET for a detailed overview of the 21st century Marketing Strategies coming up soon.

In the name of the Brand

To project a name and logo is the top of the pops in marketing’s creative. It is product inevitably enduring huge amount of rotations and has the longest possible life leaving a mark of the copywriter’s work for a corporate customer. There is a touch of uniqueness and specificity in the way you, as a representative of your brand, would feel your business name and logo. The name is the first communication channel between you and the public’s perception, hence there is a dash of outlined individuality in that approach. The natural flow of the work follows needs and requirements that are fixed initially with the name as a starting point. An important note here is to get the job done in a team instead assembling it facet by facet. Projects are blooming when the approach adopted covers the simultaneous work both on the text and the vision. We are crossing fingers at that point that you have a very open minded customer to work for.

Brand value

Marketing is a medium keen to develop in terms of content and also regarding the companies’ ability to response to changes in the environment. With the innovative technologies at hand, the developing a product cycle is cut to a time saving model thus establishing flexible approaches in production, promotion, and distribution. A good instance of company’s evolution is the clothing business of Zara. Streaming the design, the production and the distribution in a way to fit into a time schedule of two weeks – in comparison to the average 6 months in this branch – the company optimized developing new products and delivering them at stores acknowledging the importance of flexibility as a key aspect of their marketing strategy. Nowadays, behind the company’s short name stays an expeditiousness as a major precondition for future success.

Framing up approaches

Remember Google, Apple and Lego? An empty brand name, no information about the product or the field position occupied – just a blank sheet to be filled with content on the run. Such an approach suggests a substantial budget for marketing. A brand name particularly loved by the public is the lucky combination of the first letter of the compound name of the Museum of Modern Art, New York - MoMA. It appears to be favoured to the point that the New Yorkers use the approach to name blocks in the metropolitan city like SOHO – SOuth of HOuston (street). Another popular decision is to mark the industry. The unique suggestion for the sales department is a follow up in the slogan as a part of the name. Call most of the mobile services to mind like Mob-tel, Tele-nor or even Nescafe and Pizza Hut. The task here is to implore a mood in the name that would directly address the brand and its character. An approach while working on the brand that is entirely compatible with the modern blockchain media is a name exploring a unique offer to buy and is a part of the communication platform from the very start. Obviously, a wide public’s favourite candy. Some successful examples here are MasterCard, MTV and Kentucky Fried Chicken.

HQ Brands
Speaking of the Blockchains we are so into nowadays, there is something in common between these platforms and the common markets: a highly dense concentration. This requires a brand name to be used in its optimum potential in terms of communication channel. Of course, most of you have noticed the short life of the work promoted on a blockchain, which instantly signals that whatever the brand name, you wouldn’t save the day using it on its own. Given that our searched effect is seeing the customer using a popular onomatopoeia like Aww! for example and next see them run and buy would take more attributes, such as the logo. Nevertheless, the name you create is the most direct reference that reminds you to be braver, to make more fun and pass a message with every single word you address the public with.

Functional to lifestyle branding transition

With the extent to which the user needs the product in mind, better options become more recognizable on the blockchain platforms. According to the renowned marketing expert Phillip Kotler, resourceful companies will tend to divert funds from the expensive television ads to newer and cheaper ways of attracting attention.

Those companies, which are farsighted enough to collect detailed information about individual customers – something we call database marketing – have the advantage of sending the exact advertising message at the right time through the appropriate media.
Phillip Kotler, interview for the Manager magazine, July 2009
Standardizing products and services in a short time made the companies preferences to use the trade marks as a demarcation line for their product. As we experience numerous products of similar characteristics and functionalities, the focus is now on the How the product fits in the costumer’s life. Most well-developed trademarks’ major concern is to distinguish their product categories of those of the competition. Once the trade mark positioning approach is improved in coherence with the customers’ lifestyle, the company becomes part of the customer’s identity. Growing up from a quality symbol to a way the users could express themselves in adds up a substantial value to the marketing impact a company may acquire in the long run.

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