To describe how storytelling is being used by concept brands, I will be looking at three different concept brands: Coca Cola, Apple and Dove. Dove Dove started in 2004 a campaign called ‘real beauty’. Their message was that you have to embrace yourself and accept your flaws. In their commercials they used ‘real’ women instead … Continue reading How storytelling is used by brands
Corporate storytelling is where organizations tell about their past, present and future. They are translating their values into a story. (Michels, 2010). When I think about storytelling, I immediately think about the commercial of Johnnie Walker- the men who walked around the world. In the seven minutes commercial, Scottish actor Robert Carlyle walks through Scotland … Continue reading The elements of storytelling
How are the youngsters, who work in the creative branch, being influenced by the new media/ industry? This question was answered by last week event "Creative Amsterdam Update: Creativity & Generation Next" in Pakhuis de Zwijger, Amsterdam. Where five people under the thirty discussed this matter with the public. Family The creative director of JWT … Continue reading Creativity with the Next Generation
A hospital in the Netherlands started a campaign about cancer treatment. In their opinion cancer treatment should be personalized and not be a ‘standard procure’. The campaign started in June and ends in October. Their goal was to collect 5 million euro for the end of October. But right now, in end September, they only … Continue reading Fighting against equal treatment
Value The value of Apple is 185 billion dollars, this makes them the most valuable brand of the world. Google comes second with the brand value of 113.7 billion dollars. According to the site brandirectory.com The Body Shop is worth: 1,063 billion dollars. Therefore they rank 35 on the list of most valuable cosmetic brands. … Continue reading Value, Salience and Critique
Slogan A slogan is a short phrase with information about the brand. Slogans contribute to the brands' awareness and image. Powerful slogans are: "because you're worth it" for L'Oreal and "Think different" for Apple. Though, sometimes a brand has multiple slogans. For example: Nike used different slogans for specific campaigns such as "Write the Future" … Continue reading Slogan, Mantra, Jingle and Packaging
Two other brand elements are logos and characters. Logo A logo is meant for increasing the brand awareness and is an important visual element for a brand. Also it can add some information about the brand. A logo can contain word marks of the brands' name, for example: Coca Cola. But a logo can also … Continue reading Logos and Characters: recognizing a brand without the name
A name of a brand is one of the brands elements. Other brand elements are logos, characters, slogans and jingles, packaging and signage. The beginning The Body Shop was established by the late Dame Anita Roddick in 1976 in Brighton, England. Dame Anita Roddick was inspired to open the shop when she visited a store … Continue reading What’s in a name?
The next few weeks I am going to analyse the brand The Body Shop such as their name, logo and other brand elements. I particularly choose this brand for a couple of reasons. First of all, I wanted to analyse a brand that isn’t new on the market, but that already existed for a while. … Continue reading Why the Body Shop?
What is a brand? Everyone has a different idea. So let's take a look at various definitions of experts and websites: http://www.youtube.com/watch?v=sQLlPC_alT8 Sarah Matista: “A brand is something very subjective. Since it is a set of associations – not something tangible like a logo – your brand can mean different things to different people based … Continue reading What is a brand? Some definitions