Marketing Communications week 11

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Marketing Communications week 11

• Corporate Identity

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Identity what is it?

• Purpose
• Belonging
• Uniqueness
• Clarity
• Products
• Buildings
• Communication Material

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Identity
Flags Uniforms Badges Coats of Arms Words and
Style Colours
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Corporate Identity

• Long-term image building not todays sales
• Rarely specific
• No response required from recipient
• Cognitive rather than affective

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Corporate Search for Identity
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Forming an Identity

• As with a brand, Identity is
• What the owners want it to be,
• Modified by what we perceive it to be

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Identity Structure
Eg. The Virgin Group
Bloggo
Source Wolff Olins Corporate Identity
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Identity Structure
Eg. Shell
Bloggo
Bloggo Engineering
Bloggo Chemicals
Bloggo Aerospace
Bloggo Plastics
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Identity Structure
Eg. Nestlé
Bloggo
Endorsed
Browns Engineering Part of BLOGGO
Smiths Chemicals Part of BLOGGO
Jones Aerospace Part of BLOGGO
Clarks Plastics Part of BLOGGO
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Identity Structure
Eg. Unilever
Bloggo
Browns Engineering
Smiths Chemicals
Jones Aerospace
Clarks Plastics
Olins, 1989
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Monolithic Identity
An organization uses one style or identity
throughout
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Endorsed Identity
An organization has a group of activities or
companies which it endorses with the group name
and identity
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Branded Identity
The company operates through a series of brands
which may be unrelated to each other or to the
corporation
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Launching an Identity Programme
Stage 1 Investigation and Recommendation
Stage 2 Creation Design, Behaviour and
Communication
Stage 3 Development
Stage 4 Launch and Implementation
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Betty Crocker
Making cakes like your mother used to make them!
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Brand Personality - Identity
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Its all in a name
T

• Spring 1994 Ma Batty

• Interbrand helped in developing alternative
  names

Betty Bakers Sallys Secret Hathaway Mother
Magic
Scarboro Fayre Yorkers Pennine Gold
Mrs Goodenoughs Granny Tuckers Hilda Braithwaites
R

• Aunt Bessies

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Marketing Communications in B2B

• The two major consumer marketing communication
  instruments, i.e. advertising and sales
  promotion, are relatively unimportant tools in
  business communications
• Personal selling is by far the most important
  tool, together with the technical documentation
  the salesperson brings along
• Trade Shows, although only marginally important,
  nevertheless play a much greater role in business
  communication
• The role of direct mailing, database marketing
  and the internet has increased in recent years

Marketing Communications a European perspective
de Pelsmacker, Geuens, van den Bergh, 2007
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B-to-B Marketing in 2009Trends in Strategies
and Spending

• Overall, we found that marketers are relying on
  using digital tactics more often than
  traditional.
• Company Web Sites and Email are the most
  frequently used tactics, followed by Public
  Relations, Tradeshows (in-person) and Search
  Marketing.
• Traditional tactics such as Outdoor Media, Radio
  and TV Advertising are also used on a relatively
  infrequent basis.

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B-to-B Marketing in 2009Trends in Strategies
and Spending

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B-to-B Marketing in 2009

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B-to-B Marketing in 2009

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SPIN by Rackham
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Web refs

• Business and Corporate Identity for each of the
  five assignment companies
• Link to B-to-B marketing in 2009 Research Report