1.

Introduction to marketing cultural & history:

- Marketing always goes hand in hand with culture

- Cultural relevance ---- newsworthiness (understand what is going on in the world)
- Brands and people are very similar: kind and competent (“the human brand”)
- Sometimes we prefer a brand because we connect emotionally
- Metaphors are commonly used in marketing.
- Great brands elevate their message in order to reach higher amount of clients
- If you just talk about the product, it is difficult to be successful
- Anticipation
- Madison Ave = the advertising industry
- The big four: Google Apple Facebook/Meta Amazon (G.A.F.A)
- Change the world…?
- Brands are related to time
- Brand is a mirror of society: projects society is and how is its behavior
- Media as contact points between the brand and an audience
- Brands must have a strong identity
- How brands change while staying the same

Books:
- “Adland” by Mark Tungate
- “The attention merchants” by Tim Wu
- “The mirror makers” by Stephen Fox
- “Drive” by Daniel Pink

7/09/22

Real time marketing (share and produce information almost in real time)
- Agile marketing
th
- Adapting the brand’s logo or image for a specific event (McDonald’s for the 8 of May)
- The identity of the brand is always present (the identity is king)
- Brands agile marketing helps them to be part of the public conversations
- Marketing leader and challengers
- Building an identity giving a real time answer to a situation.
- A strong brand needs a purpose, a set of beliefs & a cause

Start with why TED

- Doing something for profit is not a reason why is the result of it
- People don’t buy what you do but why you do it
 - What you do is the prove of what do you believe
- Work inside out (why, how what)
- For brands trust is paramount

Multiple ways to tell the same story – Coca-Cola (2007)

- Try to be contagious
- Be part of the popular culture
- DO NOT JUST PRODUCE NOISE OR INTERRUPTION but spread a deep meaningful
message that helps create connections between brands and customers
- Reflect a positive message

Stories for memory and connection (recall)

Brand Value:
- Market Value
- Communication Value
Identity - innovation
- Logo
- Purpose, Beliefs & mission
- Package (psychology of color)
“Political” Brands
Copy platform (better stories)
Learn from other brands (Benchmarking)

2. Principles of communication
- Creativity
- Differentiation
- Reason
- Emotion

a. Creativity
- What the market says
- What consumers say

Factors to determine the value of brands:

- Creativity (it doesn't start in 0, it comes from preexisting materials).
- Stories and failures are the heart of creativity.
- Being creative means being different.
- How to make it alive, important to people.

“Different” by Youngme Moon

BBH John Hegarty
Forsman & Bodenfors
Steve Jobs: Marketing is about values (1997)
- Marketing is about values
- We have to be clear on what we want people to remember about our company. (what perception we
want people to have from our company)
- Who are you and what do you stand for as a company
- People with passion can change the world for better
- Values and core values the soul of the company (shouldn’t change)

b. 3 means of persuasion:
- Ethos: reputation, behavior, credibility & record (are you credible, trustworthy?)
- Pathos: emotional connection (empathize with the audience)
- Logos: ideas that make sense from the speaker's points of view/ research and information about
the brand.

It is not only what I want to say, but what people understand.

c. Know your public:

- From being interesting to the audience to being interested in the audience.
- good listeners (students of people)
- no threatening communication
- music as a key to emotions
- self awareness in brands
- emotions are necessary but not enough to sustain a brand
- to know your audience you have to understand the environment

- Greenwashing: use of environmental ideas in a way that is not related with the values and
essence of the brand.

- In marketing the most difficult thing to do is change a behavior. In order to do that it is

important to act sharply.
- audience is expecting brands to be more productive with the environment

- own media: the company's own platforms (their own means) social media, websites, newsletters,
etc.
- earned media: what other people are saying about the company (reputation)
- paid media: the company pay for advertising space

d. Competitive analysis:
- It is important to see what other brands are doing (learning from others).
- The best approach is to understand and learn from the competition.
- Not just thinking about beating the competition but to learn from them.
e. Good news
- understand the value of good news
- positive communication
- avoid news fatigue

f. Simple & short

- Clear visuals and short message

g. Strategy & evaluation, KPIs, calendar

- the things we do for brands have to be productive and successful
- setting KPIs (key performance indicators)