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communication strategy

This tag is associated with 5 posts

Understanding Memory – towards Total brand Recall

You could first try out a small experiment. Show the following ads to people outside the industry and (probably the next day)  ask them for the name of the brand which was being advertised. In most cases, you would find varying levels of recalls for the brand. Now, also take a couple of minutes and try … Continue reading

Archetypes in Branding (Contd.)

We continue to explore the archetypes and how they can be an effective tool in positioning your brand. You can revisit the first post on the subject here.    The Lover The Call: An appetite for life, sensations and satisfaction Core Desires: Intimacy, experiences and attraction Key levers: Passion, Commitment, appreciation, gratitude Similar platforms: Sensualist, intimate, enthusiast, partner, slave, the forbidden … Continue reading

Archetypes in branding

As your brand takes many forms -across varied media, packaging, communication, etc. – having a consistent communication strategy is a must for shaping a distinct identity for your brand. Archetypes are a powerful tool here, as they immediately resonate across continents and cultures. Archetypes in general are character structures found in real life and also … Continue reading

Positioning – Checklist

This post assumes that you know the basics of positioning. We were looking at creating a checklist of a range of positioning attributes from different sources as a starting point as you go about creating one for your brand. We haven’t gone into detailed explanations or given examples, purposefully. This is more of a quick … Continue reading

The FCB Involvement Grid

This matrix was developed by Foot, Cone & Belding and marries the way consumers approach the purchase process with the selling strategy you should adopt for maximum ROI of your budgets. This is also a good revisit when you feel you have a strong communication idea but feel that the consumer is just not picking … Continue reading