Sunday, October 27, 2013

Mathilde's 6th post


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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