Even the perfect product won't sell itself

Our fifth session will be concerning integrated marketing communications. Which people in a company are in charge of it and what could be the benefits. We were given an example of a product called Dawn Dishwashing Liquid. In 2004, with the help Marina Maher Communications Inc., Dawn created a massive marketing campaign to promote their long lasting dish washing liquid. The issue that Dawn was running into was that competitors were offering larger bottles with the same price thus it seemed that those liquids would last longer. MMC decided to create campaign where a daredevil would jump over 10 000 dishes (signifying the amount of dishes Dawn's liquid could wash) with a motorcycle. The product and event was advertised in the majority of the most followed TV-programs and bi-lingual flyers were given out to reach out to the Hispanic audience. In the end the campaign reached 64 million people in just a week. http://prcouncil.net/resources/dawn-dishes-it-out-changing-consumers-percept

Our third session will cover how brands use storytelling and social media in their branding. How do they affect the way people think about the company and what are the benefits of doing so. Posti is in big trouble. People are frustrated with the fading service and ever-increasing prices. Especially on the Internet people are getting pretty mean towards Posti. Trolls are having a field day with memes and Posti is fast becoming a laughing stock. I have been hired by Posti as an independent Brand advisor to help them with their failing social media presence. No easy task. I start by logging into Facebook to review Posti’s last ten posts. The main problem session is: How to communicate the brand through storytelling and social media? With five learning objectives: 1) What is a brand story and what makes a good brand story? 2) What is storytelling and how does it affect people? 3) What is the role of community management in brand building and how to engage customers? 4)

Brand architecture and brand strategy will be the main topic in our third session. The focus will mainly be on real companies and real strategy instead of just pure theory.  We were given a case to watch the brand films and commercials of some companies from different countries.  Sweden: Volvo , Feeling Good  https://www.youtube.com/watch?v=S565hk5T7SA Denmark: Carlsberg , Standing up for a friend https://www.youtube.com/watch?v=vs1wMp84_BA Finland: Koskenkorva , Vodka from a village https://www.youtube.com/watch?v=IdY49265u04 the USA: Apple , 1984 MacIntosh https://www.youtube.com/watch?v=2zfqw8nhUwA Scotland: Johnnie Walker , The man who walked around the earth https://www.youtube.com/watch?v=fZ6aiVg2qVk The session's main problem: Brand Architecture and Brand Strategy With four learning objectives: 1) Compare the brand strategies and architectures of different companies. How and why are they different? 2) Wha

In our second session the conversation will be about brand identity and how it is connected to a brand's visual identity. I am planning a holiday and I have narrowed down all the travel agencies to four that I trust. Because of a bad experience from my sister one is immediately dropped. I decide to start with Finnmatkat so I type in www.finnmatkat.fi. To my surprise I end up at www.tui.fi. After some research I discover that Finnmatkat has just changed their name to TUI. I am not practically happy about the change, TUI just does not have a good sound to it.  Wonder if there is something else that has changed for the worse. I start contemplating why companies keep changing their names. There must be a benefit!?  The sessions main problem:  Brand identity and brand symbolism With five learning objectives: 1) What is brand identity vs brand image? 2) Compare different brand identity models 3) How is the visual identity based

Our first session has a case concerning brand management and the qualifications of becoming a successful brand manager at a large international company.  Coca-Cola is looking for Stills Brand Manager's position and I am interested in applying for the job. Brand management is something that I have always dreamed of and what better brand to manage than Coca-Cola. I mean after all they basically re-branded Santa Claus. The list of demands, expectations and responsibilities is overwhelming. The possibilities are endless though.   The detailed job description:   https://www.linkedin.com/jobs/view/382691674/ The session's main problem: How to understand brand management and the roles of the brand manager, the employees and external consultants? With five learning objectives: 1) What is brand management?                                       2) What are the brand manager’s tasks and responsibilities?                           3) What are the steps in the