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Brand Communication and Reputation Management

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Question 1

Marketing campaigns to be analyzed include;

a) Lumo 'Flight shame.'

 How communication work using models and theories for analysis

Essentially, the STP marketing technique is used that is used by Lumo, ‘Flight Shame,' in

working to streamline communication (Lumo Travel, 2022). Targeting, positioning, and

segmentation are all part of the communication process. Market segmentation is the first step, in

which marketers choose crucial traits for each category within the market. An illustration is

presented about 'The Lumo company issuing a statement outlining its intention to secure a

celebrity known for supporting a rival product. With the aid of this model, Flight Shame employs

the top-down strategy by concentrating on how its business interacts with its clients. Targeting is

the next phase. In this case, the flight shame campaign chooses the group or groups that will be

most responsive to its products and then prepares a thorough strategy to position its product or

service to the selected group. The Lumo advertising campaign mostly focused on "flight

shame," or the guilt experienced by most people when they take a flight, contributing to an

increased carbon footprint. Additionally, it emphasizes the increased advantages of taking the

more environmentally friendly Lumo.

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 What is communicated in the campaign, and does it reinforce the brand?

In Lumo's "Flight Shame," a woman goes to extreme lengths to help people understand more

about the environmental harm resulting from her previous flight. She sought to persuade and

inform many people to switch from flying using planes to embracing friendlier forms of

transportation, for example, the long-distance rail (Lumo Travel, 2022. The Lumo "Flight

Shame" campaign illustrates how a brand may utilize communication and reputation

management to have a positive environmental impact. As a result, the communication used in

this instance strengthens the brand.

 How would you extend this across other media?

By demonstrating how different media may use communication and reputation management to

have a beneficial impact on the environment, the brand can be expanded to include them.

b) Dove’s reverse Selfie

 How communication work using models and theories for analysis

In this instance, the AIDA marketing approach keeps the client at the center of all

communication. Awareness, interest, desire, and action are factors evidenced by the acronym.

These are the four steps a buyer must take when purchasing a good or service. Retention, a

further stage in certain models, deals with a customer's decision to make subsequent purchases

and develop brand loyalty (Dove US, 2021). Because it recognizes and takes into account the

impact social media has on buyer-seller relationships, the model is unique. Similar to Dove's

Reverse Selfie, the movie is reversed; it begins by exposing the girls' selfies, and later, it reverses

all the editing and different staging to finally reveal the young girl who is hidden behind the
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photo. The campaign exposes the disturbing truth hidden behind many young women's social

media selfies and analyses all the negative consequences of heavily altered social media content.

Currently, social media users can share great business posts and ensure that not only the seller

who is mandated with advertising the company products. As a result, other users can contribute

to the content while establishing online communities that have a greater effect on user behavior.

 What is being communicated, and does it reinforce the brand?

The advertisement highlights the harm that social media pressure is doing to our girls' self-

esteem. Let's repair the harm. Reverse Selfie is a follow-up to Evolution, a Dove advertisement

from 2006 that emphasized the untrue and unrealistic nature of the beauty standards promoted by

the media and the advertising industry (Dove US, 2021). Additionally, the movie is reversed as it

begins with the posted Selfie and proceeds to analyze the many edits and the improvised staging

in seeking to expose the young girl who is hidden behind the photo. Further, the movie exposes

the disturbing truth behind linked with young women who have disturbing social media selfies

and help to analyze the negative consequences of highly altered social media content. On social

media, the campaign movement aims to promote confidence and a positive body image.

Embracing a healthy talk about ‘Selfie Talk’ with a young person in life after purchasing the

campaign Confidence Kit. Once more, the Dove reverse Selfie was spreading a message of self-

love (Dove US, 2021). It accomplished this by swapping out these terms for more uplifting ones,

preventing the display of any advertisements that contain them. Because they promoted self-love,

these Facebook advertising became quite popular.

 How would you extend this across other media?

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By addressing the drawbacks of social media, the campaign spreads to new platforms.

Additionally, the advertisement's concluding message encourages viewers to engage in a "selfie

discussion" with someone. Through this campaign, Dove urged women to swap out the product-

promotional images that feature people being fixed through weight loss, cosmetic surgery, or

whitening lotion (Dove US, 2021). The goal was to turn something bad into something good.

c) Abdul Latif Jameel Motors, Ramadan

 How communication work using models and theories for analysis

The marketing strategy utilized in this campaign to communicate its contents is the growth-share

matrix. Deep prayer and meditation help to facilitate smooth communication. According to the

approach, organizations can select how to prioritize their projects using the growth-share matrix,

which uses four quadrants (Servicecepian Group, 2022). From this marketing model, we realize

that the x-axis is focused on depicting high and even low market shares, whereby; the y-axis

displays a low to even high growth. Stars, cows, question marks, and dogs are used in the matrix

to symbolize each of the four quadrants. The campaign, which aims to increase the company's

presence in the Saudi market and connect it to the families whose confidence Abdul Latif Jameel

Motors has long enjoyed, is continued throughout the holy month.

 What is being communicated and does it reinforce the brand?

In this instance, the Prince is practically brought back to life, allowing him to reflect on his 30-

year-old self. The young football prodigy later became a key player in most of the video game

FIFA 21, whereby; he was signed by the old team, the Queen park rangers, not forgetting the

prominent sponsors. The Ramadan Jameel advertisement from "Abdul Latif Jameel Motors"

contains activities for kids to help them experience the festive spirit of the holy. Visitors can
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learn about the newest Toyota products through the campaign, including the Prius, the best-

selling hybrid vehicle in the world, the Fortuner, and the Land Cruiser (Servicecepian Group,

2022). Visitors will have the opportunity of testing and even diving the cars on themselves while

being watched by a qualified team, thus; welcoming the Ramadan environment. The campaign

will emphasize each model's user-friendliness, cutting-edge technology, quick and seamless

driver reaction, and safety and security features. The distinctive characteristics of each model,

such as the Prius' hybrid propulsion technology and its wealth of economic and environmental

advantages, will also be covered. To enter the "Ramadan Jameel" competition, where a lucky

winner wins SR10,000 every three days, visitors can take memorable photos at the booth and

publish them on social media platforms. This encourages communication and reinforces

marketing. The youngsters participated in coloring and paper lantern-making activities at the

event to further reinforce the brand while also experiencing the festive mood of the holy month.

 How would you extend this across other media?

By prioritizing the guest, this type of communication can be expanded to various mediums. The

campaign aims to excel in every field of knowledge (Servicecepian Group, 2022). Additionally,

Abdul Latif Jameel Motors promotes the broad usage of Toyota automobiles in the Saudi market

by operating a vast network of sales and servicing facilities that are thoughtfully positioned all

over the Kingdom and created to give its visitors security regardless of where they are.

d) Avatar of Prince; “the man he was destined to become."

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 How communication work using models and theories for analysis

The marketing model used in this case is the McKinsey 7-S model, which lists the seven crucial

components that must coexist peacefully for a firm to succeed. The McKinsey 7-S model is often

shown as a watershed diagram with seven circles. Strategy, structure, systems, styles, staff, skills,

and shared values are the seven circles (Burghar, 2022). The other circles are linked by the

shared values circle in the center, illustrating how each component is crucial to a company's

success and adaptability. When using this model, take into account the potential effects that your

marketing efforts in each area may have on the others. As per Dr Mark Prince OBE. (2021),

strategy, structure, systems, styles, staff, skills, and shared values are the seven circles. The other

circles are linked by the shared values circle in the center, illustrating how each component is

crucial to a company's success and adaptability. While utilizing this model, Avatar of Prince, the

man he was destined to become, considers how the marketing efforts in each category could

impact the others.

 What is being communicated and does it reinforce the brand

The Prince's avatar was "designed to become a man of his dreams"; he imagines what he would

have looked like at age 30. It is shown that brand communication in football works by promoting

a positive perception of Prince and his legacy.

 How would you extend this across other media?

If this communication technique is pushed, the Prince and his legacy will be viewed favorably,

and it can be employed in several media, Dr. Mark Prince OBE. (2021). The ability to grow and

nurture the person he wanted to become into the man he was supposed to be is demonstrated by

other mediums. Prince grows into the man he was destined to be in this circumstance.
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Question 2

Believable purpose-based approach to brand ethos, vision, and service

The company should incorporate environmental consciousness into its business ethos, adhere to

its goal, and provide the greatest service, as this is the best approach to include a clear purpose. a

marketing effort that varies an organization's course of action while stirring consumers' genuine

emotions. Brands will no longer be able to offer a product with a mission simply; instead, they

will need to persuade consumers that they are committed to something much greater.

From the Avatar of Prince, he decides to continue his legacy by making clear communications by

constructing a favorable image of the Prince and his Avatar. In the instance of Abdul Latif Jameel

Motors, Ramadan is strengthening the brand by guaranteeing the coloring and manufacturing of

paper lantern activities, thus; the brand accords the children a sense of the happy mood of the

holy month (Burghar, 2022). Additionally, Dove's reverse Selfie is essentially based on the

genuine beauty campaign, which focuses on examining a girl's experience on social media. To

have a beneficial impact on the environment, Lumo's "Flight shame" takes full use of

communication and reputation management. These campaigns are working to produce a

believable purpose-based approach by going above and beyond. Besides, the campaigns focused

on the intended goal; they took extra steps to explore the company's culture. The most effective

ethos-led ads with these campaigns are evident to share a few characteristics, whereas;

frequently, actions embraced are very impressive than even other brands are slower to embrace.

Factors that make these brand ethics strategic for use in the campaign are;

a) Embracing a broader vision: The brand's ethos must include everything the company stands

for and go beyond its products, the tent-pole events, and marketing initiatives. The goal of a
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brand could seem random and inappropriate in the absence of an overall ethos. Essentially, the

four-brand ethos is the ultimate interpretation of "who we are," It must completely transcend the

campaign's commercial goals.

b) Internal unity: The Prince and his legacy will be viewed favorably if this method of

communication is promoted, and it can be used in various mediums (Dr. Mark Prince OBE,

2021). Other forms of media demonstrate the capacity to develop into the man one was meant to

be. In this situation, Prince develops into the man he is meant to be.

c) Brand differentiation: You must behave differently if you want any of the four brands to stand

out from the competition (Burghar, 2022). Despite being in a crowded market, a company's

position, even an industry leader, is easily distinguished by its strong ethos. From product

offerings to client experiences, every aspect of your brand presentation must set you apart from

the competition.

d) Repetition and consistency in action: All four of the brands mentioned above have something

they stand for, thus they are now held accountable for keeping their promises. Empty words will

be correctly identified as marketing gimmicks without any follow-through.

g) Authenticity: This is the most important component of all. These brands make themselves

known in genuinely authentic ways. Any less will inevitably fail. 11`.

How best to communicate about ethos, vision, and services expected to both the audience

and stakeholders: measures of success for these approaches

1. Planning communications with only the stakeholders

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Involves organizing messages and facilitating communication about different set plans in the

company to all involved stakeholders. A company with a variety of stakeholders who have

various needs proves to be very beneficial.

2. Email and the use of e-newsletters

Email is a common and widely used method for communicating effectively with different

company stakeholders. Some advantages of email include; immediate information delivery,

embracing content that can easily be customized, and effective reporting of both open and

engagement rates. As a result, facilitating communications on ethos and company vision with

each stakeholder become a success (Isaksson & Flyvholm Jørgensen, 2010). To ensure that each

stakeholder is notified of an important message and actions from the previous meetings, one has

to consider using a weekly summary. These summaries include; updates on the company budget,

presenting the week's updates, all contact details, the next steps at work, and high-level project

plans.

3. The use of Email automation Communication

Involves communication facilitated using the automated email updates sent to each stakeholder

regularly (Chiru, n.d). For example, the process can be done daily. By automating ethos, vision,

and structure information delivery, the managerial team manages to save time and thus; improve

their consistency. By using email automation, the team easily equips each stakeholder with

information majorly tailored to all their needs while making sure to customize their emails with

dynamic content. Information is easily disseminated and simplified for easy understanding when

presented in visually appealing forms.

4. The use of the Presentation approach

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The online presentation is linked with some distinct advantage of being able to swiftly and

efficiently reach broader geographic areas (Isaksson & Flyvholm Jørgensen, 2010). The

managerial team opts to choose video presentation use via software to communicate with these

stakeholders mostly when they are online. Upon completion of the online presentation, various

slides are downloaded and immediately emailed to the specific stakeholders for easy access and

further clarification.

5. The project Summary and Report approach

The Project Summary Report is classified as the most conventional successful approach. It

enhanced the managerial team's ability to customize each report to all stakeholders after

conducting the stakeholder identification research and learning the information needed to make

this report much more valuable and distinctive.

6. Making a Group video call or use of Zoom meetings

To communicate with these stakeholders, there is a need to plan the group video calls and help to

produce good summaries of the given project (for example, once each week) (Isaksson &

Flyvholm Jørgensen, 2010). Video calls are highly useful for helping to attain all prompt replies

and help with solving unexpected difficulties that require immediate attention.

7. Approach to making use of unofficial stakeholder communications

When unofficial stakeholder communications are done correctly, informal stakeholder

communication typically outperforms formal methods.

Measures of success of these approaches

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Improved stakeholder engagement: Effective communication is measured by the level of

stakeholder engagement. These stakeholders are aware of organizational goals and will work

towards developing clarity around them. Engagement is evident with stakeholders who

understand factors that affect their job performance and work on establishing feedback loops.

Improved productivity: Due to effective communication on vision and brand ethos, stakeholders

will exhibit higher productivity levels as they understand what is expected of them thus, are more

likely to be very productive.

Improved client relations: These approaches contribute to better client relations. A solid

relationship will be built with different organizational clients by providing better campaigns.

These clients will be retained to the company's success as it embraces good customer

relationships.

Healthy workplace culture; Embracing these approaches help to maintain a healthy workplace

culture. Under a healthy culture, conflicts will be avoided as differences among different

employees will be avoided.

References

Burghar. E. (2022). The Difference Between Brand Image And Identity.

https://brandingstrategyinsider.com/the-difference-between-brand-image-and-identity/
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Chiru, C.. (n.d). 8 Strategies to motivate behavior change: social marketing the Brogan way.

Brogan Partners. University of Bedfordshire. https://www.brogan.com/files/Social-

Marketing-Whitepaper.pdf

Dove US. (2021). Dove | Reverse Selfie | Have #TheSelfieTalk. Retrieved from

https://www.youtube.com/watch?v=z2T-Rh838GA On 3rd Dec 2022

Dr Mark Prince OBE. (2021). Kiyan Prince Murdered footballer becomes a virtual FIFA QPR

player - Long Live The Prince.

Isaksson, M., & Flyvholm Jørgensen, P. E. (2010) . Communicating corporate ethos on the web:

The self-presentation of PR agencies. The Journal of Business Communication

(1973), 47(2), 119-140.

Lumo Travel. (2022). Lumo "Flight Shame" 50 sec. Retrieved from

https://www.youtube.com/watch?v=DUtuuetMt9Y On 3rd Dec 2022

Servicecepian Group. 92022). Spot | Abdul Latif Jameel Motors | Ramadan. Retrieved from

https://www.youtube.com/watch?v=9CnErbkSFUM On 3rd Dec 2022