Ashima portfolio
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The document discusses how brands develop stories that emotionally connect with consumers and build loyalty. It notes that while some brands like Harley Davidson and Kodak have created positive brand stories, many brands also face negative stories that damage their reputation, like KFC's issues with allegations of chicken cruelty. The author proposes researching how brands can overcome negative stories by developing new, believable and favorable stories for consumers. Through case studies and design thinking strategies, the author aims to provide management approaches for brands to address negative brand narratives.
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Portfolio
PortfolioAshima Amar
?
1) Brand stories are important for building emotional connections with consumers and loyalty. People want to belong to the cultures represented by popular brands.
2) While many brands successfully communicate positive stories, there are also many examples of brands struggling due to negative stories that undermine goodwill.
3) To overcome negative stories, brands need to develop and communicate more believable and favorable stories to consumers. However, existing communication models are not well-suited for sharing brand stories.
4) Through case studies and design thinking tools, the researcher developed management strategies to help brands overcome negative stories and create fruitful favorable stories.Urban Outfitters: Authentic experiences
Urban Outfitters: Authentic experiences Jens Munkeby
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Urban Outfitters (UO) seeks to differentiate itself from competitors like H&M and Forever 21 by launching a campaign in collaboration with Airbnb, aiming to position itself as the authentic retailer. The campaign will feature stylish concept apartments bookable through a UO-branded microsite, focusing on personal experiences and cultural exploration. The goal is to rekindle UO's image as a brand that resonates with young urban explorers who value authentic and meaningful connections over impersonal retail experiences.Retail Insights
Retail InsightsBrian Mahlstedt
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The document describes an idea for a mobile app that would help users discover new clothing and styles based on their personal tastes. The app would show users photos of merchandise from various nearby stores, allowing them to browse without brands or prices. If a user likes an item, they could view more details and potentially be directed to that physical store. The goal is to make exploring new styles and stores easier, while still supporting in-person shopping. Friends could also suggest items to each other through the app. Overall, the app aims to give users more control over customizing their shopping experience.Every brand is human by HW
Every brand is human by HWHassen Weslati
?
This document discusses how brands should focus on people rather than products or logos. It argues that a brand is defined by how people feel about it rather than what the brand says it is. It also notes that people and technology are constantly changing, so brands must follow these changes. The document provides tips for brands to connect with people, including finding their target audience, understanding behaviors and cultural tensions, defining a purpose beyond selling, and creating meaningful acts instead of just advertisements.It’S All Brand New
It’S All Brand NewNeil Kelley
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The document discusses the evolution of branding, emphasizing the shift from traditional market share focus to achieving emotional connections with consumers. It highlights the importance of fostering loyalty through engagement and building 'lovemarks' that resonate with people's emotions and experiences. The text outlines strategies for organizations to develop deeper relationships with customers by prioritizing emotional needs over mere functional aspects.Presentation1
Presentation1stevenhus11
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- The author has created a new magazine called "DISH" targeted at males aged 16-25 in the Northern Echo region.
- The magazine differentiates itself through original, locally-focused content on fitness, gadgets, and cars.
- The author believes this original content fills a gap in the market compared to similar magazines and will appeal to the target audience.Lavie bags - Branding
Lavie bags - BrandingSangini Shah
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Lavie is an Indian handbag brand launched in 2010 that aims to appeal to Gen Y women. It provides a wide range of colorful handbags and recently expanded into shoes. The brand's logo uses four L's in the shape of a swastika which symbolizes auspiciousness in Indian culture. Kareena Kapoor Khan is the brand ambassador. Lavie's advertising promotes the message that it has a bag for every mood through print, television, online, and public relations campaigns. The brand focuses on being fashionable, trendy and accessible at price points that satisfy consumers.Brand Personality
Brand PersonalityKing Julian
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Brand personality refers to the human characteristics associated with a brand that distinguish it from other brands. It is how a brand behaves and includes traits like age, gender, socioeconomic class, and emotional attributes. A brand's personality is built over time based on consumers' experiences and is meant to create an emotional connection between the brand and consumers. It allows brands to have a sense of identity beyond just product attributes. The document provides several examples of brands and the personalities they convey like Bisleri conveying safety and Marlboro conveying ruggedness. It also discusses Aaker's model of five core brand personality dimensions of sincerity, excitement, competence, sophistication, and ruggedness.What is branding
What is brandingLawrence Chan
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The document provides a comprehensive overview of branding, tracing its historical origins from marking criminals and livestock to modern branding as a crucial element in differentiating products and establishing emotional connections with consumers. It defines branding as the art of creating a distinct identity through various elements such as features, benefits, and values, which contribute to a brand's equity and consumer loyalty. The document emphasizes the importance of brand personality and positioning in influencing consumer preferences and behaviors.Business plan presentation 3.31
Business plan presentation 3.31mendalj
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Sterling Kane aims to become the Warby Parker of men's leather goods by eliminating middlemen costs. The founders have extensive experience in leather supply chains. They plan to source high-quality materials directly from suppliers and manufacturers to produce luxury goods at 40-60% lower prices than competitors. By selling online and making products to order, they can cut costs while maintaining quality. Projections show Sterling Kane reaching $10M in revenue and $4.2M in profits by 2017 with an initial $350k investment. The founders are seeking angel funding and introductions to scale e-commerce companies.Power of brand personality
Power of brand personalityWAKSTER Limited
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The document emphasizes the importance of brand personality in distinguishing a brand in a crowded market where customers have numerous choices. It outlines strategies to attract attention, facilitate understanding, and encourage action through unique branding that connects emotionally with consumers. Ultimately, a strong brand personality makes a brand memorable, likable, and engaging for potential buyers.H&m apsotw(r duncan)
H&m apsotw(r duncan)APSOTW
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The author suggests two better options for H&M - expanding popular designer collaborations regularly or making sustainability initiatives like conscious collections their main focus, playing to their strengths over sports brands. [H&m rfp
H&m rfpAPSOTW
?
This document outlines a proposal for a marketing campaign targeting "social lubricants" (SL's), who are influential young adults aged 18-24. It proposes that H&M partner with 100 small fashion designers to design unique color/fabric schemes for a H&M basketball shoe. This "Microllaboration" would create buzz and exclusivity. Designers would promote their designs using their own PR networks, without direct costs to H&M. The first designer to sell out their 10,000 pair run would win a cash prize and glory. This leverages small designers' credibility with SL's while scaling their designs for mass production. The goal is for SL's to publicly endorse H&M through the designers' promotionsH&mweinfeld
H&mweinfeldAPSOTW
?
The document proposes that H&M launch a line of basketball sneakers to reinvigorate the brand and increase sales in the US. It recommends partnering with designer Alexander Wang to create the $50 sneaker line made of organic cotton. The target audience is fashion-savvy 18-24 year olds who look to basketball players as trendsetters. To promote the line, H&M will use a dedicated website, online film with basketball players, pop-up shops, a runway show in stores livestreamed on YouTube, and influencer marketing. The goals are to sell 1 million pairs of sneakers and increase clothing sales by 20% through renewed brand awareness and word-of-mouth promotion.Proposal submission h&m v2
Proposal submission h&m v2APSOTW
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H&M is considered a "cool" brand by younger consumers but lacks differentiation from competitors. Research found consumers want globally trendy clothes at local stores but some trends don't translate locally. To differentiate, H&M should show it understands local trends in each market. The proposed strategy is to have local designers create basketball shoes for each city to communicate H&M brings global and local cool fashion. This will make H&M stand out from retailers only offering generalized trends.corporate finance
corporate financeShrey Sao
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This document provides a summary of key concepts in corporate finance, including:
1) Sources of corporate funding and capital structure, capital expenditures, and tools used for allocating funds. Key goals are investing and financing.
2) Investing involves forgoing current consumption for future returns. Financing examines return ratios like ROCE, ROE, and ROIC from different perspectives.
3) Tools used in corporate finance include NPV, IRR, payback period, and leverage. Equity valuation methods include free cash flow, NPV, IRR, relative valuation, and payback period. Modern portfolio theory examines efficient diversification of risk.Wealth Creation
Wealth CreationShrey Sao
?
This document discusses various strategies for money management and wealth creation. It covers topics such as the importance of saving money, the power of compounding returns, different investment avenues like stocks and real estate, and factors that impact wealth creation like inflation and taxes. The document emphasizes developing the right mindset for long-term wealth building and value investing. It also discusses behavioral biases that can influence financial decision-making and recommends developing a latticework of mental models from different disciplines to overcome cognitive biases.Research Problem
Research ProblemLucille Malig-on
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The document outlines guidelines for identifying and refining a legitimate research problem, emphasizing the importance of stating the problem clearly and ensuring each sub-problem is researchable and relevant. It also provides eight steps to fine-tune the research problem, including thorough background research and seeking feedback from others. Additionally, it lists standards for evaluating the adequacy of problem statements, focusing on factors such as empirical investigation, scope, educational context, and ethical considerations.Group communication (engl80)
Group communication (engl80)Melvie Casta
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Group communication is defined as three or more people working interdependently on a task where there is no externally correct solution. To be considered a group, there must be at least 3 people and no more than 15. Group members' behaviors influence both the task and relationships within the group. Examples of behaviors that help with the task include initiating tasks/goals and critiquing work, while behaviors that help relationships include encouraging others and harmonizing disagreements.Crocs Design Audit
Crocs Design AuditAshima Amar
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The document discusses the key elements of a successful store design based on a 1995 study. It identifies elements like bright and colorful store and website designs, friendly and enthusiastic staff, helpful and friendly service, simple catalogs, innovative yet comfortable and colorful products, and creating a complete customer experience. The goal is to audit different aspects of a store's design to understand what drives a positive customer experience.Negative brand stories
Negative brand stories Ashima Amar
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The document discusses how negative stories can damage brands, leading to significant financial losses, and presents a research problem focused on how design can assist brands in overcoming these negative narratives. It outlines objectives including the examination of communication between brands and consumers, analysis of successful brand stories, and the exploration of management strategies. The findings suggest that brands should engage with consumers through emotional storytelling, continuously evolve their narratives, and develop counter-stories to mitigate the impact of negative perceptions.Behavioural Finance
Behavioural FinanceShrey Sao
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This document discusses various cognitive biases and tendencies that can influence human decision-making and behavior in irrational ways. It describes biases like social proof bias, availability bias, contrast effect, mere association bias, sunk cost fallacy, loss aversion, priming tendency, twaddle tendency, mental accounting, incentive tendency, punishment tendency, first conclusion tendency, and provides strategies to overcome each one. It emphasizes the importance of developing a latticework of mental models from different disciplines to make better decisions by considering multiple perspectives rather than relying on a single model or perspective.Security Analysis and Portfolio Management
Security Analysis and Portfolio ManagementShrey Sao
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Modern portfolio theory (MPT) provides a framework for constructing investment portfolios to maximize expected return based on a given level of market risk. MPT assumes investors aim to maximize returns for a given level of risk. It uses variance as a measure of risk and covariance to capture how asset returns move together. The efficient frontier graph shows the set of optimal portfolios that offer the highest expected return for a given level of risk. Individual investors select the portfolio on the efficient frontier that maximizes their utility based on their risk tolerance. MPT emphasizes diversification and the benefits of holding inefficiently priced assets.想像未来──未来教室
想像未来──未来教室adreamer
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未来教室的概念是以科技為中心，改造传统教学环境，包括智能桌椅和3顿投影教学。学生将享受更舒适的学习体验，教师的角色将变得更加虚拟与互动。教室的设计将提升学习效率，减少传统考试的必要性。未来手机3
未来手机3怡彣 董
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该文件介绍了关於未来手机的设计、功能及行销策略，包括轻薄的绿能手机、完全人性化的3维显示操作和无死角的奥颈-贵颈覆盖。还提到记忆体可无限扩充以及更方便安全的认证方式。文件中提供了多个相关资源的链接以供进一步了解。全球简报
全球简报怡彣 董
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文档讨论了志愿服务的性质及其挑战，指出管理者对志愿者角色的误解和缺乏重视导致志愿者参与度下降。志愿服务种类涉及政府、文化、社会、学校等多个领域，强调管理和支持对志愿者的重要性。有效的志愿服务依赖于明确的目标规划和参与者的责任感。Brand storytelling
Brand storytellingJSH&A Communications
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Brand storytelling is an important strategy for connecting with consumers in today's fragmented media environment. Stories are memorable and inspire emotional connections better than facts and messages alone. An effective brand story maps the brand's character and values and finds commonalities with the audience. It should be told through an integrated marketing mix across both owned and paid media. By creating memorable experiences through story, brands can better resonate with consumers who will base their response on the experiences a story provides.The Molecular Brand
The Molecular BrandTorsten Henning Hensel
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The document proposes a new "molecular brand" model where brands have a constant core identity but a variable coating or connectors that allow them to connect with different audiences. These molecular brands oscillate between consistency at their core while renewing at their surface through constant exchange. They use multiple connectors like shared values, roots, interests or lifestyle to attract different people. This model is proposed as more dynamic and able to adapt to changing contexts compared to traditional static branding models.The spark - Engaging Experience
The spark - Engaging ExperienceGeronimo Marketing
?
1) The document discusses how brands can create immersive experiences to engage customers in this environment where experiences are valued over passive communication.
2) It provides examples of brands like IKEA, Ralph Lauren, Radox, Yellow Pages NZ, MINI, and Red Bull that have created memorable experiences for customers through interactive campaigns, pop-up stores/restaurants, sponsored events, and more.
3) The key is for brands to find ways to bring their products/services to life through experiences that stimulate a variety of emotions and leave customers with stories to share.More Related Content
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What is branding
What is brandingLawrence Chan
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The document provides a comprehensive overview of branding, tracing its historical origins from marking criminals and livestock to modern branding as a crucial element in differentiating products and establishing emotional connections with consumers. It defines branding as the art of creating a distinct identity through various elements such as features, benefits, and values, which contribute to a brand's equity and consumer loyalty. The document emphasizes the importance of brand personality and positioning in influencing consumer preferences and behaviors.Business plan presentation 3.31
Business plan presentation 3.31mendalj
?
Sterling Kane aims to become the Warby Parker of men's leather goods by eliminating middlemen costs. The founders have extensive experience in leather supply chains. They plan to source high-quality materials directly from suppliers and manufacturers to produce luxury goods at 40-60% lower prices than competitors. By selling online and making products to order, they can cut costs while maintaining quality. Projections show Sterling Kane reaching $10M in revenue and $4.2M in profits by 2017 with an initial $350k investment. The founders are seeking angel funding and introductions to scale e-commerce companies.Power of brand personality
Power of brand personalityWAKSTER Limited
?
The document emphasizes the importance of brand personality in distinguishing a brand in a crowded market where customers have numerous choices. It outlines strategies to attract attention, facilitate understanding, and encourage action through unique branding that connects emotionally with consumers. Ultimately, a strong brand personality makes a brand memorable, likable, and engaging for potential buyers.H&m apsotw(r duncan)
H&m apsotw(r duncan)APSOTW
?
The author suggests two better options for H&M - expanding popular designer collaborations regularly or making sustainability initiatives like conscious collections their main focus, playing to their strengths over sports brands. [H&m rfp
H&m rfpAPSOTW
?
This document outlines a proposal for a marketing campaign targeting "social lubricants" (SL's), who are influential young adults aged 18-24. It proposes that H&M partner with 100 small fashion designers to design unique color/fabric schemes for a H&M basketball shoe. This "Microllaboration" would create buzz and exclusivity. Designers would promote their designs using their own PR networks, without direct costs to H&M. The first designer to sell out their 10,000 pair run would win a cash prize and glory. This leverages small designers' credibility with SL's while scaling their designs for mass production. The goal is for SL's to publicly endorse H&M through the designers' promotionsH&mweinfeld
H&mweinfeldAPSOTW
?
The document proposes that H&M launch a line of basketball sneakers to reinvigorate the brand and increase sales in the US. It recommends partnering with designer Alexander Wang to create the $50 sneaker line made of organic cotton. The target audience is fashion-savvy 18-24 year olds who look to basketball players as trendsetters. To promote the line, H&M will use a dedicated website, online film with basketball players, pop-up shops, a runway show in stores livestreamed on YouTube, and influencer marketing. The goals are to sell 1 million pairs of sneakers and increase clothing sales by 20% through renewed brand awareness and word-of-mouth promotion.Proposal submission h&m v2
Proposal submission h&m v2APSOTW
?
H&M is considered a "cool" brand by younger consumers but lacks differentiation from competitors. Research found consumers want globally trendy clothes at local stores but some trends don't translate locally. To differentiate, H&M should show it understands local trends in each market. The proposed strategy is to have local designers create basketball shoes for each city to communicate H&M brings global and local cool fashion. This will make H&M stand out from retailers only offering generalized trends.Viewers also liked (12)
corporate finance
corporate financeShrey Sao
?
This document provides a summary of key concepts in corporate finance, including:
1) Sources of corporate funding and capital structure, capital expenditures, and tools used for allocating funds. Key goals are investing and financing.
2) Investing involves forgoing current consumption for future returns. Financing examines return ratios like ROCE, ROE, and ROIC from different perspectives.
3) Tools used in corporate finance include NPV, IRR, payback period, and leverage. Equity valuation methods include free cash flow, NPV, IRR, relative valuation, and payback period. Modern portfolio theory examines efficient diversification of risk.Wealth Creation
Wealth CreationShrey Sao
?
This document discusses various strategies for money management and wealth creation. It covers topics such as the importance of saving money, the power of compounding returns, different investment avenues like stocks and real estate, and factors that impact wealth creation like inflation and taxes. The document emphasizes developing the right mindset for long-term wealth building and value investing. It also discusses behavioral biases that can influence financial decision-making and recommends developing a latticework of mental models from different disciplines to overcome cognitive biases.Research Problem
Research ProblemLucille Malig-on
?
The document outlines guidelines for identifying and refining a legitimate research problem, emphasizing the importance of stating the problem clearly and ensuring each sub-problem is researchable and relevant. It also provides eight steps to fine-tune the research problem, including thorough background research and seeking feedback from others. Additionally, it lists standards for evaluating the adequacy of problem statements, focusing on factors such as empirical investigation, scope, educational context, and ethical considerations.Group communication (engl80)
Group communication (engl80)Melvie Casta
?
Group communication is defined as three or more people working interdependently on a task where there is no externally correct solution. To be considered a group, there must be at least 3 people and no more than 15. Group members' behaviors influence both the task and relationships within the group. Examples of behaviors that help with the task include initiating tasks/goals and critiquing work, while behaviors that help relationships include encouraging others and harmonizing disagreements.Crocs Design Audit
Crocs Design AuditAshima Amar
?
The document discusses the key elements of a successful store design based on a 1995 study. It identifies elements like bright and colorful store and website designs, friendly and enthusiastic staff, helpful and friendly service, simple catalogs, innovative yet comfortable and colorful products, and creating a complete customer experience. The goal is to audit different aspects of a store's design to understand what drives a positive customer experience.Negative brand stories
Negative brand stories Ashima Amar
?
The document discusses how negative stories can damage brands, leading to significant financial losses, and presents a research problem focused on how design can assist brands in overcoming these negative narratives. It outlines objectives including the examination of communication between brands and consumers, analysis of successful brand stories, and the exploration of management strategies. The findings suggest that brands should engage with consumers through emotional storytelling, continuously evolve their narratives, and develop counter-stories to mitigate the impact of negative perceptions.Behavioural Finance
Behavioural FinanceShrey Sao
?
This document discusses various cognitive biases and tendencies that can influence human decision-making and behavior in irrational ways. It describes biases like social proof bias, availability bias, contrast effect, mere association bias, sunk cost fallacy, loss aversion, priming tendency, twaddle tendency, mental accounting, incentive tendency, punishment tendency, first conclusion tendency, and provides strategies to overcome each one. It emphasizes the importance of developing a latticework of mental models from different disciplines to make better decisions by considering multiple perspectives rather than relying on a single model or perspective.Security Analysis and Portfolio Management
Security Analysis and Portfolio ManagementShrey Sao
?
Modern portfolio theory (MPT) provides a framework for constructing investment portfolios to maximize expected return based on a given level of market risk. MPT assumes investors aim to maximize returns for a given level of risk. It uses variance as a measure of risk and covariance to capture how asset returns move together. The efficient frontier graph shows the set of optimal portfolios that offer the highest expected return for a given level of risk. Individual investors select the portfolio on the efficient frontier that maximizes their utility based on their risk tolerance. MPT emphasizes diversification and the benefits of holding inefficiently priced assets.想像未来──未来教室
想像未来──未来教室adreamer
?
未来教室的概念是以科技為中心，改造传统教学环境，包括智能桌椅和3顿投影教学。学生将享受更舒适的学习体验，教师的角色将变得更加虚拟与互动。教室的设计将提升学习效率，减少传统考试的必要性。Ad
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Brand storytelling
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Brand storytelling is an important strategy for connecting with consumers in today's fragmented media environment. Stories are memorable and inspire emotional connections better than facts and messages alone. An effective brand story maps the brand's character and values and finds commonalities with the audience. It should be told through an integrated marketing mix across both owned and paid media. By creating memorable experiences through story, brands can better resonate with consumers who will base their response on the experiences a story provides.The Molecular Brand
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The document proposes a new "molecular brand" model where brands have a constant core identity but a variable coating or connectors that allow them to connect with different audiences. These molecular brands oscillate between consistency at their core while renewing at their surface through constant exchange. They use multiple connectors like shared values, roots, interests or lifestyle to attract different people. This model is proposed as more dynamic and able to adapt to changing contexts compared to traditional static branding models.The spark - Engaging Experience
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The document discusses the importance of a coherent brand idea in today's fragmented marketing landscape dominated by social media. It emphasizes that brands must maintain a unified narrative across various platforms while adapting to the two-way communication facilitated by social networks. Ultimately, the strength of a brand idea is crucial for success, providing a distinct identity and influencing consumer decision-making amidst overwhelming competition.Brand story craig harries
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A brand story provides direction and a common belief for a business, uniting stakeholders and fostering credibility. It can originate from a brand's history, its fans, and experiential insights, providing a rich narrative that resonates with audiences. The process involves identifying and activating the brand's story through workshops and competitive analysis to enhance its connection with the market.Cramer-Krasselt's Postcards from SXSW
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The document discusses the importance of storytelling in marketing, emphasizing the need for brands to create compelling content that invites customer participation and sharing. It explores various trends such as passive location-based apps, peer-to-peer commerce, and the significance of data visualization in transforming information into actionable insights. Additionally, it highlights the importance of building likeable brands through meaningful customer engagement and the distinction between curation and aggregation in content marketing.Brand Holism Lecture at Edenspiekermann
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The document discusses contemporary approaches to branding, emphasizing the need for brands to adapt to a dynamic, mobile world. It outlines key concepts such as brand authenticity, consistency, adaptability, and interactivity, highlighting the importance of a living brand that evolves alongside its context. The piece concludes by advocating for brands to offer opportunities for growth and change, reinforcing that branding must remain relevant and alive.Branding Essentials
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This document summarizes a presentation on branding essentials given by Jen Barth at Formic Media on June 13, 2012. The presentation covered key topics like defining branding, understanding your target audience, developing a brand identity through elements like name, logo, and color, telling compelling brand stories, creating connections through networking and social media, and creating a marketing plan with measurable goals. Attendees were encouraged to think about their own branding challenges and come up with one thing to continue doing, one thing to stop doing, and one thing to start doing to strengthen their brand. The presentation provided practical tips and frameworks to help growing businesses build strong, authentic brands.Gems march2011
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The March 2011 issue of GEMS explores consumer behavior in emerging markets, particularly in Africa and Indonesia, highlighting the importance of understanding cultural similarities and diversities for effective marketing strategies. It discusses the rapid growth of internet usage in Indonesia, driven by mobile technology, and emphasizes how social media has become a major platform for self-expression and commerce. The journal urges marketers to embrace the complexities of these emerging markets to better connect with their audiences and drive brand success.Relevance and accountability in the age of distraction
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The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.Paradigm Shift in Brand Management : Storytelling Approach
Paradigm Shift in Brand Management : Storytelling ApproachDr. Kalpeshkumar L Gupta
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This document discusses using a storytelling approach to brand management. It proposes a model with three parts: creating the brand through storytelling, sustaining the brand with the storytelling process, and safeguarding the brand by engaging consumers in brand stories. Storytelling helps make brands more human and memorable for consumers. Sharing stories builds relationships and makes brands come alive. Consumers remember stories better than facts or positioning statements, helping stories spread brands more effectively. The managerial implications are that storytelling can powerfully associate brands with consumers, reinforce the brand's meaning, and tailor marketing messages around compelling narratives.Why Stories are Vital for Branding
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This document discusses the importance of storytelling for branding. It argues that great stories provide meaning and sense to people's lives through myths, archetypes, and conflicts. The brand is made of stories, not just products or services, and storytelling is a powerful way for brands to engage with consumers. It encourages brands to think about the mythology, universe, conflicts and messages behind their brand stories to give sense to people's lives. The document is from a brand consultancy that uses storytelling techniques to help clients discover and create energizing brand stories.Session 3: Understanding the Importance of Audience & Storytelling
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The document focuses on understanding audience needs through buyer personas and emphasizes the importance of storytelling in public relations. It highlights how authentic stories can create emotional connections with customers and enhance brand visibility on social media. Additionally, it discusses strategies for generating compelling narratives that can inspire customer engagement and word-of-mouth marketing.Lexeul Notes#04
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This document contains a summary of posts to a personal news tabloid between January 9th and 16th. The posts discuss topics like marketing trends that focus on real customer value over perceived value, challenges of homogenization, the importance of packaging design, corporations taking on personalities, and the growing focus on social and environmental issues. One post notes that visualization tools are becoming more important for understanding complex data and information in today's world.Chauncey Zalkin Case Studies from Advertising
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The document outlines the mission and services of TBA, an advertising agency based in New Delhi, focusing on experiential marketing and brand activations. It emphasizes the importance of standing out in a crowded market, likening brands to 'blue sheep' that defy conformity. Through various successful campaigns, TBA aims to engage audiences with innovative and flawless execution across multiple platforms and cities in India.Brand Blogging & Word-of-Mouth Marketing
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This document provides biographical information about Ornphicha Mahasintunan. It includes her name, date of birth, hobbies, interests, skills, education history at Chulalongkorn University studying communication management, internship experiences, design works including invitation cards and DVD cases, writing samples on various topics, a video about straw mushroom farming, a TV commercial for Thailand tourism, and her contact information.Ad
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Ashima portfolio
- 3. Brand Stories, Communication and role of Design Thinking The word brand has become very popular in recent years. Everyone talks about brands they like. Why these brands are becoming popular? Wally Olins in one of the guest lectures gave a simple answer to that; according to him brands are the cultures people want to belong. People get emotionally attached to the stories related to these brands which in-turn makes them brand loyal. Laurence Vincent said in his book, ‘Legendary brands’, that a brand becomes legendary only if it can communicate its stories successfully to its consumers. My research starts from here. So far it’s clear that every brand needs a story and it has to be told nicely to the consumers. But does it happen with every brand all the time? Through much literature review I got to know about many successful stories of great brands like macho image of Harley Davidson, Kodak moments, McDonald’s I’m loving it etc. There are innumerable popular brand stories in the market, but the salient fact prevailed on surface with few case studies that, there are as many negative brand stories as positive. KFC stuck in PETA chicken cruelty allegations for over a decade now and still losing valuable consumers worldwide because of that. There are many stories like this where brands have paid hefty amount to recover goodwill from stories against them. Very often many brands get trapped in negative stories. Taking in consideration of few more in-depth case studies the way to come over negative story is to tell consumers the better, believable and favourable brand stories. So how brands can create favourable stories and how these stories could be effectively communicated to the consumers? There are many communication models which explain how a message could be delivered utmost successfully. But none of them are appropriate for brands stories. Even though Brands communicate through mass media models designed for mass communication could not be applied to brand stories because brand stories never say generalised message rather they always communicate with the consumer on inter- personal level. Even most popular inter-personal Shannon-Weaver communication model could not be applied as it is for brand stories because it doesn’t cover the risks of mass media as a medium. Basically there is no communication model which could be utilised by brands to create fruitful favourable stories. In second stage of research with the tools like comparative case studies, story boarding, expert opinions, consumer surveys and focus group a set of management strategies were proposed to help brands to overcome negative stories through design process. ~Ashima Amar
- 6. Personal project Artwork on how Starbucks could get into Indian market.
- 11. Leonardo-da-Vinci : Scientist and artist. Amaze me. Hindu Prayer. My strength. London, here I am. Jamini Roy : Indian contemporary artist. Colours I relate to. A rule still true; to my knowledge. Branding strategy, I am interested in. - Ashima Amar
- 12. Every colour in between white and black lives in Thank you! harmony. All you need to ashima.amar@gmail.com look for a balance.