Landor
I
was particularly interested in the visit to Landor because Branding is, for the
moment, my first interest within the whole Communication field. I thought the
two speakers, Mimi and Tam, were very welcoming. I really liked Mimi’s approach
to branding, in dividing the word branding into brand=story and ing=signals or
communication tools. I particularly
loved that she highlighted the importance of telling the story of a brand as
the starting point before any actions can be taken. I also found the packaging
project for Crown Royale really interesting. The way they created and suggested
to people different atmospheres to find the one that could best describe the
essence of the brand was quite brilliant!
I also
really liked the design of Mimi’s presentation. I’m always sensitive to that
kind of simplistic and straight-to-the-point illustration.
However,
the objection always remains the same: I don’t see myself working in an agency.
The main reason being that I want to focus on one unique brand and be
passionate about it. While we were watching P&G’s video reflecting on the
brand engagement concept I thought I would love being on the other side and
watching this video as a employee of the company. However, I felt the general
atmosphere of the agency warm and welcoming in comparison to other agencies we
visited. Acknowledging this nice feeling, I will keep in mind that an agency
such as Landor could remain an option while internship hunting.
Evian
As
there’s nothing really new this week, I decided to focus on Evian’s presence on
social media and especially on Facebook. I’m always surprised and amazed when I
see the number of posts Evian writes that actually don’t directly promote the
brand or the Company’s products. Using social media as a way to build
relationships with the audience is the best way to engage the audience as
individuals and not as consumers. I really love when a brand succeeds in
creating an ambiance, a proximity that goes beyond the extent of a brand or
products. Throughout their posts, Evian conveys messages of joy, happiness and
family that really resonate with me and create a strong linkage with and
loyalty to the brand. Reading their posts and looking at their pictures makes
me feel that we speak the same language and share the same values. Because of
this feeling I strongly believe that I’m the target. Even though I’m totally
conscious about the commercial objectives behind this approach, Evian always
succeeds in sounding authentic and genuine.
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