A great man once said: “Reading is to the mind what exercise is to the body.”

As I finished my finals yesterday afternoon , I figured the best way to celebrate was to hop on amazon and find a book which sparked my fancy.

After much contemplation, I ordered this book:

In my advertising courses, we have been examining and analyzing how the world of advertising and branding has become anything but traditional. What was once popular in the past is nowhere as effective. In order to reach audiences and achieve success, advertising agencies have had to become as creative as ever.

Clearly, raising the awareness of a product/ service/etc. will always be the job of a advertisers; however, in recent years, the challenge of achieving this task has increased exponentially. An advertiser can’t simply run print ads or post a billboard – this is old news and old news = blah. People are more difficult to reach than ever, and if the advertiser wants to reach the audience, the advertisements news something…anything other than traditional advertising.

Enter the concept of branding.

Branding can be seen as the process of creating and developing an identity of a product/service through the use of visual, emotional and rational elements . The ultimate goal of a successful brand is to build a recognizable and emotion evoking identity for the product/service, i.e. to create a personal experience for the consumer. This experience includes qualities and characteristics that makes the brand special and unique. In other words, advertisers are now creating “personalities” to create a bond, identity, and emotional connection between the product/service and the consumer/client.

When identifying and creating a brand, the following list is part of the process in developing a brand. While creating the identity, the following questions are analyzed and answered in order to create the brand:

– Who and what is the brand?
– What does the brand do?
– What is the vision?
– What is it doing?
– Who shares? (think competition)
– Who loves you? (supporters)
– Who are your audiences?
– How do you explain brand?
– How do do you spread the word?
– How do you extend success?

If this is still a bit foggy, think about corporations which have well-established brands (Disney, Starbucks, Nike, Apple). Think about how/what you feel when you think of these individual companies – each company has created a specific brand which represents the feelings/perceptions/emotions they want consumers to have towards their company.

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