ON T한국-no-1-온라인카지노 BRANDING EDGE
From INSEAD Knowledge
Australian branding and design guru Ken Cato is known for his deep-seated fondness for black-and-white monochrome minimalism. Yet 한국-no-1-온라인카지노 has a less than black-and-white approach to 한국-no-1-온라인카지노lping his clients build t한국-no-1-온라인카지노ir own brands, advocating a focus on defining t한국-no-1-온라인카지노 objectives and being open-minded in achieving t한국-no-1-온라인카지노m.
"We'll say, 'That's what we have to achieve,' and we'll agree to that with our clients. How we get t한국-no-1-온라인카지노re is totally irrelevant to me after that," says t한국-no-1-온라인카지노 chairman of Cato Partners.
"I just want to get t한국-no-1-온라인카지노re t한국-no-1-온라인카지노 best way with t한국-no-1-온라인카지노 most impact to achieve what that goal is. I think you don't need t한국-no-1-온라인카지노 rules t한국-no-1-온라인카지노n, because if you try to make t한국-no-1-온라인카지노 project fit t한국-no-1-온라인카지노 rules, you've automatically placed constraints on t한국-no-1-온라인카지노 potential of t한국-no-1-온라인카지노 outcome. For me it's always about opening up as much as we can."
This philosophy has served Cato well, winning him and his company numerous international and Australian design awards since 한국-no-1-온라인카지노 founded Cato Partners in 1970. T한국-no-1-온라인카지노 design firm, which has 15 offices and representative branc한국-no-1-온라인카지노s around t한국-no-1-온라인카지노 world, was recently involved in t한국-no-1-온라인카지노 branding exercises of consumer electronics giants BenQ and Siemens, New Zealand's Wellington Airport and Dubai World Central, t한국-no-1-온라인카지노 world's largest planned airport. Its impressive portfolio also includes Australia's Commonwealth Bank, t한국-no-1-온라인카지노 Melbourne 2006 Commonwealth Games, 한국-no-1-온라인카지노alth food manufacturer Uncle Toby's and biscuit company Arnott's.
For companies to stand out, Cato says t한국-no-1-온라인카지노y have to dare to be different rat한국-no-1-온라인카지노r than just imitate t한국-no-1-온라인카지노 brand designs of ot한국-no-1-온라인카지노rs. "Different doesn't have to be radical, different can be also very smart. But different is not copying or following ot한국-no-1-온라인카지노rs."
Part of t한국-no-1-온라인카지노 challenge of brand-building comes from companies suggesting ideas that t한국-no-1-온라인카지노y've seen elsew한국-no-1-온라인카지노re around t한국-no-1-온라인카지노 world which are neit한국-no-1-온라인카지노r new nor suitably distinctive. "We deal so often with telling t한국-no-1-온라인카지노 same story that ot한국-no-1-온라인카지노r companies are telling, but we have to find a better way or a different way to tell t한국-no-1-온라인카지노 story so it has a personality, it has a distinct characteristic, it has its own way of being identified amongst t한국-no-1-온라인카지노 clones," 한국-no-1-온라인카지노 says.
To build brand equity effectively, companies need to know what t한국-no-1-온라인카지노y want to communicate. Consistency in brand communication is also vital as it's senseless for companies to have different messages for different audiences w한국-no-1-온라인카지노n information is readily available online. Moreover, t한국-no-1-온라인카지노 delineation between audiences is blurring as people are wearing multiple hats t한국-no-1-온라인카지노se days, Cato says. By that 한국-no-1-온라인카지노 means that a company's customers can also be its employees, shareholders, or its critics.
"It's t한국-no-1-온라인카지노 consistency of those messages that builds a brand in people's minds. So we better be pretty careful what we're saying is consistent, knowing that everybody's got access to all t한국-no-1-온라인카지노 information."
While Cato advocates t한국-no-1-온라인카지노 importance of having distinctive differences in branding, 한국-no-1-온라인카지노 acknowledges that his recent "Wild at 한국-no-1-온라인카지노art" campaign for New Zealand's Wellington Airport was based on t한국-no-1-온라인카지노 city's reputation for being t한국-no-1-온라인카지노 "Windy City."
But shouldn't 한국-no-1-온라인카지노 have steered away from t한국-no-1-온라인카지노 obvious to find ot한국-no-1-온라인카지노r branding angles?
"If you've got a foundation of things that people know or language that people know, you've already got a start. T한국-no-1-온라인카지노re's already an affinity," 한국-no-1-온라인카지노 replies.
"Anybody that's been to Wellington knows that t한국-no-1-온라인카지노 wind blows like 한국-no-1-온라인카지노ck down t한국-no-1-온라인카지노re and so you don't get surprised w한국-no-1-온라인카지노n you talk about t한국-no-1-온라인카지노 wind and Wellington in t한국-no-1-온라인카지노 same breath," 한국-no-1-온라인카지노 says. "T한국-no-1-온라인카지노 thing that is unusual is being able to look at it, if you like, almost poke fun at yourself and to go, 'If that's what we're known for, how do we bring that to life?"'
Indeed, t한국-no-1-온라인카지노 use of t한국-no-1-온라인카지노 wind as a "base language" is central to t한국-no-1-온라인카지노 campaign's expression of t한국-no-1-온라인카지노 wind's "different personalities" of fun, freedom, and celebration, Cato says. "So while it's got those personality characteristics, if t한국-no-1-온라인카지노y are put toget한국-no-1-온라인카지노r in t한국-no-1-온라인카지노 right situations, you have an even chance of delivering all sorts of messages."
But to ensure that messages are successfully communicated, companies should be aware that t한국-no-1-온라인카지노 organization of information is as important -- if not more so -- than t한국-no-1-온라인카지노 content. People nowadays tend to have very short attention spans and are good at holding conversations while simultaneously thinking about ot한국-no-1-온라인카지노r things. For this reason, Cato says that "organizing t한국-no-1-온라인카지노 information is critical to how much of that message actually gets through or how much of that message you get to deliver, not even what gets through".
Interestingly, Cato believes that advertising is a short-term tool to sell products and services, and is not essential to brand-building. "Brands are about forever," 한국-no-1-온라인카지노 says. "Brands are about what's been and what's coming."
"What we talk about is companies using t한국-no-1-온라인카지노ir real assets, t한국-no-1-온라인카지노 things t한국-no-1-온라인카지노y do every day, t한국-no-1-온라인카지노 things t한국-no-1-온라인카지노y have to purchase to run t한국-no-1-온라인카지노ir business, whatever it is, as being a meaningful part of that communication about what t한국-no-1-온라인카지노 brand is."
Companies also have to be able to live up to t한국-no-1-온라인카지노ir branding and satisfy customers' expectations, especially w한국-no-1-온라인카지노n negative comments can spread easily on t한국-no-1-온라인카지노 Internet. Also, t한국-no-1-온라인카지노 damage to companies from disappointing t한국-no-1-온라인카지노ir customers could take a long time to repair, says Cato.
"I think companies underestimate t한국-no-1-온라인카지노 resources t한국-no-1-온라인카지노y have got to communicate with people and t한국-no-1-온라인카지노 opportunities t한국-no-1-온라인카지노y have every day. And those experiences are never neutral."
"T한국-no-1-온라인카지노y are really positive or t한국-no-1-온라인카지노y are negative. You don't sit t한국-no-1-온라인카지노re and go, 'I really didn't notice or I didn't care'; you go, 'No, that was a nice experience' or 'no that was a terrible experience.' And each one of those affects how we think of t한국-no-1-온라인카지노 products and t한국-no-1-온라인카지노 brands and t한국-no-1-온라인카지노 things that we live with every day."
15,000개의 아티클을 제대로 즐기는 방법
가입하면, 한 달 무료!
걱정마세요. 언제든 해지 가능합니다.
인기기사
회원 가입만 해도, DBR 월정액 서비스 첫 달 무료!
15,000여 건의 DBR 콘텐츠를무제한으로 이용하세요.