Thoughts of a Marketer

Brand Identity and Kapferer’s Brand Prism Template

Posted by on Mar 6, 2017 in Framework, Marketing
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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. …

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Paper: Customer Relevance in the Digital Age

Posted by on Mar 5, 2017 in Marketing
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Discovered a paper on Customer Relevance in the Digital Age [PDF]. It explores how brands can reach these new “born digital” consumers and how companies can become truly customer-centric. Published by Harvard Business Review, it’s an interesting, if heavy read.  

Ad Campaign: Nike celebrates Arab female athletes

Posted by on Mar 5, 2017 in Advert, Digital Marketing, Marketing
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Brand: Nike Ad Campaign: Nike Women, #justdoit Sadly I can’t speak Arabic, but even so, this Nike advert that celebrates female, Arab athletes is incredibly inspirational. Even though the Nike logo is visible throughout the spot, it is still an empowering tribute to what these women have achieved in the face of rigid, traditional gender …

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KFC #CleanEating Burger Prank

Posted by on Mar 3, 2017 in Advert, Digital Marketing, Marketing
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Brand: KFC Campaign: #CleanEating Burger This is just a great piece of content. Nice departure from their usual “smile, laugh, eat a chicken pop, glance at the camera and everything is right with the world” style. It’s ballsy for a fast-food brand, but “the Scandinavian chopping boards” will give you a giggle. ┬áIn terms of …

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