• Influencer Marketing
    Digital Marketing,  Framework,  Influencer Marketing,  Marketing

    7 Step Framework for Influencer Marketing

    One of the explosive, marketing trends in 2017 is the influencer. Essentially, influencer marketing is leveraging the influence of specific social media users to gain coveted access to niche communities, create meaningful conversations and achieve targeted reach and exposure for your brand. However, it can prove challenging. Marketers struggle to integrate influencers into their marketing strategies in a way that creates value for their brands. Indeed, there have been some campaigns which have had the complete opposite effect. This seven step framework was designed to help marketers effectively integrate influencers into a brand’s social media strategy. The framework was based on a 2016 study which interviewed industry experts in South…

  • Kapferers Brand identity Prism
    Framework,  Marketing

    Brand Identity and Kapferer’s Brand Prism Template

    I used Kapferer’s Brand Prism for a brand identity project and discovered that it is a useful framework to shape the perception and image of a brand. The idea is that the prism will help you define and visualise what the brand symbolises to the user and what it represents and reflects to a non-user. The prism consists of 6 sides which represent Physique, Personality, Relationship, Culture (Values), Reflection and Self-Image. Mapping the brand according to this framework forces you to ask certain questions that are key to defining the brand identity. You can see a completed Prism for Apple below (source). You’ll see it looks at both the sender…