Know-How Exchange : Branding

Hi,

Have a look into:

https://www.brandchannel.com/

https://www.brandinstitute.net/index.asp?s=g&k=branding&gclid=CM_v2e7kzIQCF...

https://www.largedesign.com/index2.php?id=76

https://www.businessballs.com/market.htm

https://www.marketingdissertations.com/subjects_branding.asp?gclid=CNuv38Dl...

https://www.vested-interest.com/

https://www.questia.com/library/economics-and-business/business/marketing/b...

https://www.questia.com/PM.qst?a=o&d=23393400

https://www.businesslogicgazette.com/branding--.html

Happy Reading,

W

some books which can give you new perspective

Brand Hijack - Alex Wipperfurth- this would give you some idea on the latest thinking on branding - where consumers determine the brand success

How Customers Think: Gerald Zaltman, provides insight on customers thinking and how to interpret them, questions the traditional research.

Brand Failure: Matt Haig

a fantastic book which will provide insight on how big companies commit stupid mistakes

Hi,

Hi please visit "Advertisement Universe" column at the right side of https://www.fmcgmarketers.blogspot.com. Visit the following blogs:

Adverblog
Ad Rants
Ad Age
Ad Jab
Ad Hunt
Ad Geek
Ad Rags
Ads that Suck
Billboard Advertising
Creative Criminal
Frederik Samuel - Goodness
Good Morning Ad Club
The Hidden Persuader
Twenty Four

Also visitIndian Ads
Agency FAQS
Amul Hits
Indian Television Ad Linx
Mag India Ad Week

Also subscibe to RSS Feeds on the above blogs to get updated regularly on the ad world.

You will get different examples on Branding, COmmunication, str planning etc

Hope this will help.

As an intern working in an agency, you have access to more closed in-house material than many of the rest of us.

Could I suggest a different approach, in addition to the advice offered? It’s not book learning!

Conduct your own research from privileged information which only you can access. Then you can compare the strategies and tactics to the published material. I’d also like to repeat some advice I gave recently in response to one of Nitin’s replies.

Most brand Guru’s rightly cash in on their branding experiences by writing books and publishing papers. – They rarely give away their trade secrets by revealing the tactics and strategies they deploy on a given account. They are understandably are hesitant about training their potential competition too well. I cited Rick Jacob’s as a brand writer. Loads of informative stuff there but you won’t find a template to allow you to become the new Jacobs!

From your own clients, ask them about their branding history going back through previous agency histories.

Prepare a set of questions based on the strengths, weaknesses, brand policy attributes, strategies set out and tactics deployed and what the measurable successes were. Don’t forget the failures!

Ask them what they have defined as measurables they expect from your agency and what they asked of the previous agencies. For heavens sake, get permission to ask these questions and ask a senior executive to approve the questions. Also get your stats guys to assist you in the posing of the questions and the interpretation of the data.

Then analyse both numerically and subjectively their past brand experiences with summaries of key points of strengths, weaknesses and quantifiable achievements.

Lastly compare this information to the experiences in the published texts and books and discern the similarities and the differences.

You will then have not only a unique insight to branding, vis a vis your clients but a valuable resource for your company.

Where you perceive there to be strengths and weaknesses, explain them and make the information available to your colleagues in the form of an internal report.

Suggest some remedies to the problems which you will have encountered and any suggestion which might have further built on successes.

Do all of this with diplomacy and a bit of humility. Few people object to an intern trying to grasp a deeper understanding of their company’s processes and they should be able to respect your initiative.

I gave an intern a project to research our competitive position in respect of out major competitors, with the goal to present the results to the whole company so that they could see visually what they were up against and so that they could read a succinct analysis of our comparative market position. I was surprised how little mentoring he needed and the resultant display was exhibited in the conference room for 4 days with the entire workforce, shop floor and dispatch through to the group board visiting it. It was an unqualified success.

Best wishes

Steve Alker
Unimax Solutions