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Neustadt

CreativeMarketing

Tips for Research-based Brandingand Marketing

July 11, 2008


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Neustadt

CreativeMarketing

Brand strategy

A brand strategy must meet a few simple criteria to besuccessful:It must distinguish you from the competitionIt must respond to market desiresIt must have a high level of authenticity


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NeustadtCreativeMarketing

Brand strategy (cont.)

A brand strategy must be based on market researchThe major drawback of branding is that it cannot beexecuted without a considerable amount of costlyresearch

The research must be predominantly qualitative


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strategyresearch execution

situation analysis

competitive analysis

market analysis

message strategy

communicationsplan

public relations

marketing:

word-of-mouth

direct mail

web-based

advertising

Three stages of marketing


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Examples

Colgate University is a small college with big schoolspirit.

UMBC is Marylands honors university

Of the top universities, Tufts is particularly engagedwith the outside world and not hidebound by tradition


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strategyresearch execution

Three stages of marketing


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Creative execution of a brand strategy

To manage the creative implementation of a brandstrategy, you need to be informed about creativeelements (i.e. typography, photography, color, text style)as symbols with culturally established connotations.


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Creative execution of a brand strategy(cont.)

Typography


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Photography


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Academicapplications:


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Neustadt

Creative

Marketing

Tips for Research-based Brandingand Marketing

July 11, 2008

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