Rachel Kerrone’s Post

Something I ‘preach’ on the daily! There is nothing I love more than a tone of voice document within a business. It is so so important but very often does not get prioritised. It is how you will become your ‘brand’ and not just another business and set you apart from your competitors. #marketing #constructionmarketing #toneofvoice

As a certified B-Corp, we’re firm believers that every brand should be in business for positive change. However, in a world driven by numbers, bottom lines and shareholders, purpose often takes a backseat. Some of today’s most successful brands are living proof that profitability and positive impact can co-exist. And entertainment is at the crux of it. https://lnkd.in/e2K7hcaR

Farda Clothing is by far the trickiest brand I have cracked. And it was impossible without the concepts I picked up from my classes in Integrated Marketing Communication. As part of this course, me and my team were assigned to apply our learnings from IMC and develop a refined communication plan for the brand Farda Clothing. But unlike the brands assigned to other groups, ours was the most unconventional and we had a hard time understanding their essence and identity. But here are a few pointers that helped us out: 1) To dig deep and research: Browsing a business’s website only takes you so far. We had to track all the communication channels of Farda Clothing, the kind of people that showed interest in their unique sense of fashion and so much more. This helped us understand their identity, the tone and other nuances of their communication. 2) The FCB Grid: This has to be the biggest takeaway for me, which helps understand consumers' purchase behaviour. If you are into marketing, this is a must-know! 3) Emphasis on Needs, Pain Points and Motivation of Consumers: It’s crucial to identify these 3 aspects of consumers before any communication plan is made. It’s the essence of developing the insight that your communication thrives upon. I can’t thank Dr Yukti Sharma and Rohan Prasher enough for making this subject the roller coaster ride it was! Here’s a small glimpse of our work for Farda Clothing, where we brought our their sense of expressionism and rebellious spirit. Let me know your thoughts in the comments! #MarketingCommunication #BrandStrategy #ConsumerInsights #FCBGrid #IMC #IMCLearnings #FardaClothing #MBA #GIM

Brand leaders are facing multiple challenges. From inequality to economic uncertainty, climate change to humanitarian crises, what is the role that brands must play in shaping a better path forward? Today’s most relevant and valuable brands are those that appear to effortlessly balance power and responsibility. We asked some of the world’s leading companies about the moves that are giving their brands purpose and impact, and how they're planning to address the main challenges of 2023.

very interesting article! 🐝 True BEE (Brand Equity Enhancement) through values across all touchpoints.

What does brand purpose mean to you? Two interpretations stood out to me: It's everything we do and it can change. ⚫ Kathryn (Sheaffer) McKeon, Vital Farms CMO says "We don’t actually define it as ‘brand’ purpose. It’s our entire company’s purpose, and it has to show up in everything we do. Everything. And that’s really central to a meaningful purpose." ⚫ Terence Reilly, Stanley Global President says "Many may think that a brand’s purpose is a constant and can’t change, but I believe that it can and should evolve to respond to the needs and values of your consumers and society." Do you think brands should be open to evolving their purpose as the world and consumer expectations change? Or do you think brands should maintain their core brand, think Nike and Apple? #brand #brandstrategy #branding #marketing #marketingstrategy #brandpurpose https://lnkd.in/gvaKkJmB

This is because of brand equity

"BRANDING STRATEGY GOLDMINE EP001: Learn and Leverage! The corporate world is a battleground and your brand is the weapon of choice. But what happens when your competition is fierce, or when world events shift consumer preference? Take the case of the century-old Egyptian soda brand, Barq. Amidst boycott movements against its international rivals, Barq masterfully leveraged the situation, resulting in a surge in their sales. They listened, adapted, and came out on top against giants like Coca-Cola and Pepsi. This real-life example demonstrates two crucial business truths: 🔵 Consumer sentiments and market dynamics change, often triggered by factors beyond your control. Your ability to adapt and pivot is key to survival and growth. 🔵 Localizing your product or service and highlighting your economic contributions can create a strong brand resonance with your target audience. Here's where I, Edwin Dela, enter the scene. As an experienced Brand Strategist, I have spent a decade helping businesses like yours create adaptive and resonating branding strategies to outshine rivals and increase market share. So whether you’re an established brand grappling with shifting market dynamics or a youngster venturing into the corporate jungle, remember: You need a well-crafted strategy that resonates locally while echoing globally. Don’t miss the golden opportunities hidden in challenges. Let's kick start your brand transformation today! Feel free to reach out and let’s turn uncertainties into stepping stones for success. Because when it comes to branding, no opportunity should be missed. #BrandingStrategy #CreatingImpact"

BRAND EQUITY POWER DRIVERS We seek to make our brand(s) as competitively powerful as it can be. This is a never-ending process and consists of relentless work in four power-driving areas: 1. "For Me" Consumer Perceptions - Satisfies Core Needs of Core Consumer - Believable... CONSISTENT 2. Superb Functional Performance - Delivers Claimed Benefit - Sustains Competitive Advantage 3. Best Price / Value Delivery - Better Value for Money than Competition 4. Strategic Investment - Long Term... Focused... Persistent.

My this week's #marketingmusings in moneycontrol.com PRO is on how iconic brands reinvent themselves. Unilever Rohit Jawa Adobe Apple Colgate-Palmolive Colgate-Palmolive (India) Ltd #lifebuoy #colgate #adobeexpress #apple #marketing #brands #iconicbrands #iconicbrand #marketingstrategy #advertising #hygiene #handwashing #handwash