Have you wondered how Coca-Cola became the world’s leading brand?
Well, thanks to Coca-Cola, I’m about to find out.
I’ve been selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder’s Day ceremony and an Expo Celebration Concert.
Are these brands or logos? (Courtesy of search-this.com)
What is a brand? How does one understand the art and science of branding in the digital driven age?
First, a brand is not a logo. Certainly, logos represent one dimension in the embodiment of corporate or product brands. However, they are just a visual representation and a signpost rather than the true meaning of the brand itself.
In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response.
Consumers and corporate buyers are increasingly spoilt for choice. Selling based on price alone is no longer sustainable in the long haul.
I came across this post by Kian Ann recently on the need to write well on the Internet. While crafting some suggestions to him on the comments section, I decided that I might as well expand this into a blog post.
How does one write well? Is there a secret formula that you can apply in order to be a wicked wordsmith?
I have been reading Derrick Daye’s awesome blog for its unique branding insights and came across the idea of the Attraction Economy and its accompanying concept of Lovemarks. Both were created by CEO of Saatchi and Saatchi, Kevin Roberts.
According to Kevin,
“Human attention was the principal coinage of the Attention Economy; human emotion is what funds the Attraction Economy. Emotion is tough to nail down because its complexities are beyond measure. Just take that at face value. Our facial muscles can move in 10,000 possible combinations to reveal what we are feeling. The Attraction Economy is not “one hit and you’re it.” Attraction demands emotion, but emotion with purpose.”