Landor:
I have never heard of brand consulting
firms before entering this program. It was difficult for me to understand how
they were different from advertising agencies, and what were their precise
activities.
The scope of what this Agency does is reinforcing
my decision to enter the fields of communications. I was completely seduced by
the presentation at Landor. As soon as I heard this sentence: “Every brand
needs a story. Without a story, you become a commodity”, branding became one of
my new interests. The objective to revitalize brands in order to appeal to new
target audiences is very motivating. Branding agencies have to produce core
brand claims, reasons for consumers to believe in that claim, and verbal,
visual, and business implications, which is a big work. Thanks to this visit, I
decided to apply to branding agencies for my summer internship. I would love
working at Landor, especially in their Alcohol district (Moët & Chandon,
Smirnoff). I have many ideas regarding this particular sector.
Brands face diverse opportunities and
challenges related to their identity and their role in the mind of a consumer.
One of the main challenges for brands is to
always bring something new. They need to make sure to offer something different
than their competitors to their consumers, in order to have a unique identity.
They have to innovate and to succeed in creative strategy. Brands need to build
around them an inspiring story, so that people remember about them. This
important challenge is also, in my opinion, an opportunity to exercise
creativity. In addition, brands need to build an identity that appears relevant
and attractive to their target audience. They have to always be up to date and
actualize their image in order to appeal to the people they try to target.
Moreover, an important challenge for brands is to concentrate on one message,
in order to have a significant impact on consumers’ minds.
Brands have the challenge to build a story
that is different, a story that will make you laugh, make you cry, or that you
will just simply remember.
Danone-Danup: Here is a project Landor did for Danone, trying to revitalize the brand in order to appeal to young people. They used the phrasing “dnp” referring to the term “omg” used by youth. With this brand voice and the new packaging, the sales increased in 10%.
Current Event:
Twitter website has faced a significant design change yesterday. According to Ad Age, this may lead to a big increase in the website’s revenues, thanks to promoted tweets: “If the move makes Twitter ads more desirable, it will drive bidding prices up and yield more ad revenue for Twitter. Also significant is the fact that Twitter only charges advertisers when a user somehow engages with a promoted tweet -- by favoriting it or retweeting it, for example. With an ad that occupies much more real estate, the likelihood of an engagement is higher ».
TTIY :
This week, I looked deeply in the brands website in order to understand its communication plan and strategy. I learned more about its clothing fabrication/retailing/selling process (vertical integrated model), and the different attributes that made the brand identity unique.
http://www.youtube.com/watch?v=T4vNPvQc9e8
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