The identity as a starting point for marketing specialists is not a hindrance to creativity; at the most, it gets in the way of creative vanities!
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The clearer the company identity is defined, the more precise the briefing is for the creative heads responsible for the marketing. The book “Sales-directed marketing”, gives precise
Ideas, written and graphic, of how to translate the identity. This ensures that all communications receive the right, goal-directed content, which, in turn means the marketing expenses - in comparison to traditional marketing methods – are significantly reduced.
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In smaller companies – and especially in their growth phases – internal conveyance of the identity is a decisive factor in marketing. Every employee is a messenger whose potential should not underestimated, whether for possible customers or future employees and investors. Read more…
A company is a dynamic and interactive unit, in which all parts are influenced by one another. Where methods, utilised in a different context have been adapted to fit in with those used in marketing, the desired result will be achieved, especially where the identity plays a major role. Read more…
The company identity must be identifiable as a clearly represented entity! This
can be achieved through the use of very few words and /or graphics. Most important is that the identity is understood, internally as well as externally. This requires for the identity to be simply and clearly expressed. Read more…
With the right approach – the company identity – the creative process is goal-directed. This still leaves enough leeway for the necessary creative development, but within a clearly defined frame. Read more…
To focus exclusively on external conduct and attitudes will lead to a continuous chase in an attempt to correct mistakes. But it is then already too late to intervene in the process.
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The human factor is the most important factor and this we cannot control! A second important factor is a product of the first: The message the company is sending. Is there a direct connection between the message sent in advertising and our unconscious reaction? Between marketing and that what employees talk about over lunch or what is said when a group of friends meet? Between marketing and the morale within the company?
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The identity of a company is equivalent to its core, from where the mission, vision and strategy originate. The image of a company is the impression that it leaves upon the world around it (environment). In some cases, the identity and image of a company match perfectly. We are then talking about the congruence of image and identity.
It is an indisputable fact of life that different approaches in marketing lead to different results. And over and over again we observe that marketing can lead to success or failure, regardless of which approach is taken. There are factors in marketing that we can neither understand nor control; factors that can result in even the best thought-out marketing campaign ending in complete failure. The most important and at the same time the most difficult factor to control is the human aspect.
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