I'm a marketer not in the entertainment business .. i dont sell art .. im not here to impress people and get a "WOW" effect! Grow up Mr. or Ms. Kخreative ( Kخhara + Creative) in Arabic and the better English for it is " shitReative" ( Shit + creative) The 7 Creative Elements That “Win”
Focal Point -- Ads with an obvious focal point help to focus the person viewing your brand’s message.
Brand Link-- Ads, tend to perform better when it is easy for someone to establish a quick link between the ad and the brand being represented. This is especially true for more iconic brands.
Brand Personality -- How well does the ad fit with what users know about the brand?
Informational Reward --Does the ad have interesting information?
Emotional Reward-- Ads with emotional reward tend to perform better, especially when the emotions are aligned with the true spirit and authenticity of the brand. Use of humor is a good way to connect with your audience.
Noticeability --Think about what makes you pause and look at ads, especially on mobile. Video ads that grab your attention tend to perform better.
Call to Action --Include a strong call to action like “Shop Now.” Your audience will be more likely to take action if you tell them what you’d like them to do. Call To Action options: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, and Donate Now.
A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.
However, there’s another way that can help guide employee brand engagement efforts to actually create more brand champions to drive the business forward. This approach measures employees’ brand knowledge with specific questions about the brand, such as knowing what it stands for, and how committed they are to the brand and what it stands for.
With this methodology from, employees fall into four categories.
Brand champions: High knowledge + high commitment
Apprentices: Low knowledge + high commitment
Skeptics: High knowledge + low commitment
Disengaged: Low knowledge + low commitment
Apprentices are the low-hanging fruit for conversion to brand champions. Identifying where those apprentices are by geography or line of business, for example, can help target more learning activities to bolster their knowledge. Increasing opportunities for learning also impacts the knowledge measure for the disengaged.
Increasing commitment is a harder metric to move because lack of brand commitment can be caused by many things. But for a corporate brand, making more employees aware of pride-evoking reasons can help.
Without engaged, knowledgeable and committed employee brand champions, even the best strategy alone can’t drive the business. This measurement approach can you help you tailor and target your brand engagement and enablement efforts to foster more.
You must arm your employees with the knowledge and resources they need to be effective brand ambassadors. They must know what your organization stands for and what makes it different from others in the marketplace; (they must) understand your brand promise and be able to explain the most important elements of your brand identity…
The islamic religious authorities have found the radical solution to prevent people from urinating in publicplaces ...they write messages in Arab languge which is the language of the Quran to stop people from pissing ,what we read written in red arab letters " HERE IT'S FORBIDDEN TO URINATE” and it works !
Do you know why Sweden is ranked as one of the best countries in the world? Like a Swede is the story of how a collaboration between the employers' and employees' organisations can affect an entire community, and explains how anyone in Sweden may have the same benefits as only the very richest in other countries.
What is branding? You could spent a thousand years reading a million books on the subject. Or you could watch the two-minute video below, which tries to capture its fundamental essence—with snazzy little motion graphics to help you along.
TNT Express is a division of TNT. The TNT Express company was formed when the TNT Group separated in 2011, creating two separate companies Post NL and TNT Express.
TNT Express kept the TNT name as part of the deal and TNT Post, (a Post NL company) agreed to rebrand by the end of 2014.
Design Bridge has rebranded delivery company TNT, positioning it as The People Network and creating a circular device which represents “perpetual motion”.
Design Bridge says it was asked to define a new strapline that would convey TNT’s new strategy and culture, and to design a new logo and brand expressions, which would “reflect TNT’s vision”.
A new strapline, “The People Network”, reflects the company’s aim to connect people and businesses in a “truly personal, rather than purely professional manner”, according to Design Bridge.
The consultancy hopes the new strapline will help “galvanise the ‘challenger’ spirit of those working internally at TNT”, as well as TNT customers.
TNT chief executive Tex Gunning, says: “Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”
The new identity is held within a cropped circle device giving the impression of being part of a journey and of “perpetual motion moving through the world” says Design Bridge.
TNT Post rebranded earlier this month in a project led by Sutcliffe Reynolds Fitzgerald.
Postal service TNT Post rebrands as Whistl
The TNT Group separated in 2011creating two separate companies, Post NL – Whistl’s (TNT Post’s) parent company – and TNT Express. The deal meant TNT Express retained the TNT brand name and TNT Post agreed to rebrand by the end of 2014.
Sutcliffe Reynolds Fitzgerald managing and creative director John Sutcliffe says the consultancy has worked with TNT for 25 years and won the work on the strength of this.
Sutcliffe says that Whistl wanted its new brand to be “much more human, friendly and consumer facing”.
Whistl is already rolling out an expansion plan increasing its “end-to-end” delivery service, which it says means more postman on the streets making domestic deliveries as the company shifts its focus from a pure business-to-business service.
Whistl hopes to increase staff levels from 3,000 now to 20,000 by 2019.
“That’s why Whistl needed to be softer and more approachable”, says Sutcliffe – “There are postmen walking up people’s drives.”
Senior designer Simon Grigg says that the name Whistl is musical and evokes “a posty’s whistle”. The identity is based on the Tondo typeface and the typeface for headlines is a version of Gotham Rounded, which Grigg says works well for screen and print.
Sutcliffe says that the orange brand colour is being kept from the TNT Post brand as Whistl “wanted to keep something from the past” and because “orange fits – it’s bright, warm and human”.
Other brand and campaign elements include a 1.8m whistle built by a prop maker at Pinewood studios for Whistl ads, and the commissioning of David Morris, “the world’s top whistler”, Sutcliffe says.
In 2013, Rexona launched its new brand philosophy – Do: More – which was a call to action for people to do more of what they love, to do the activities that make them feel the most fulfilled and to live their lives to the fullest. Rexona’s role is to be an enabler, giving people the confidence to do more, because Rexona’s protection won’t let them down.
In line with Rexona’s new Do: More philosophy, the team was inspired to relaunch its annual Rexona Run. There were three challenges the team faced: 1.) How do 1DMG integrate the “Do: More” spirit into the Rexona Run 2013? 2.) How would it differentiate Rexona from all the other running events? 3.) How does it make the Rexona Run 2013 bigger and better than ever before?
Given these questions, the team arrived at the insight that running and music are two things that go together. When people run to the beat of music, they run faster, they go further and they’re more energized to DO: MORE.
So Rexona combined running and music in a multi-sensorial night run, where seasoned and leisure runners alike, party their way to the finish line. This run was called “Run To Your Beat” (RTYB), as different runners are pushed by varying types of music. Some like rock, while others like EDM. Others may even like House or Trance. RTYB was a run which energized all runners, regardless of music taste and background, to DO: MORE running and fun.
Strategy
RTYB had one goal: to become the most talked-about run of 2013. In pursuit of this, 1DMG had to do two things: create massive hype about Rexona throwing the loudest run of the year; and give runners an awesome running experience.
Phase 1:
Create Massive Hype TV Seeding: The RTYB TVC simulated the unique running experience and featured Coach Rio Dela Cruz – the face of Filipino running, and Bianca Gonzales, Rexona’s Do: More Ambassador. The TVC was aired with 2,500 TARPS in eight weeks.
Radio Discussions: The RTYB commercial aired in 19 stations. 120 radio discussions were seeded over 10 of the top radio shows. DJs created anticipation of the unique running experience and encouraged people to join the run.
Digital Excitement: Awareness was driven by banner ads across Facebook, Google and targeted running sites. Excitement was sparked on Twitter and continued with discussions in Facebook and Instagram. Running communities and influencers were targeted to invite people to the run.
Print & OOH Reach: Ads were placed in the top broadsheets and glossies. In OOH, Static, LED, & LCD ads were placed in the five biggest cities in Metro Manila, which yielded over two million unique hits.
Phase 2:
Provide An Awesome Experience The Running Authority: Rexona Coordinated with Runrio, the country’s best run organisder, to ensure that RTYB covered the best routes, and provided top grade safety. Running experts surveyed the area, and secured all essentials.
The Music Authority: Only the best DJs and bands performed at RTYB. These artists energized and motivated runners to run their best runs, while having fun.
The Multi-Sensorial Experience: Aside from the best music, RTYB also had to secure the best visuals in order to supply the experience it promised. As such, neon tunnels, light dancers, and other breath-taking visual elements were installed.
Execution
Fireworks signalled the first gun start at 3:00 AM, after which runners were treated to a plethora of visual and auditory experiences: live musical performances, enigmatic fist-pumping DJ sets, a spectrum of lights; and even the much talked-about 160-feet long neon tunnel. As runners, in their brightly coloured race kits, hit the pavement, performances by only the country’s best music artists accompanied them. Delta Street, Sandwich, The Diegos, DJ Marc Marasigan, Deuce Manila and DJ Nina immersed the runners in their energizing beats until the 10 km mark. Funk Avy and DJ Khai pushed runners with their vitalising sets through to the 21 km mark.
Stilt walkers, neon poi dancers, light dancers, and neon jugglers surprised all runners as they approached each stage. Even the water stations were filled with neon lights. Topping the non-stop music festivities were three of the biggest names in Filipino music: Rico Blanco, Elmo Magalona and DJ Mars Miranda, who greeted all runners at the finish line. Amidst the party at the end of the run, a same-day edit video was shown detailing the dazzling events of the event, further pumping participants up to party—even after having covered their specific running distances. The Rexona Run to Your Beat was the first run in the Philippines to culminate with a rocking neon street party at the finish line.
Results
The results of Run To Your Beat exceeded expectations. Run To Your Beat is the biggest Rexona Run to date, with 12,145 (21% above target) registrants. Running kits were sold out three weeks prior to the event; thus making Run To Your Beat the first Rexona Run to be sold out.
On YouTube, the RTYB TVC reached 2.2 million views, leading up to the event– one of the most viewed TV ads online by Unilever Philippines for 2013. On Twitter, it trended non-stop nationwide, and in all the major cities in the Philippines. This went on even after the run ended.
Rexona garnered a total of 16,708 mentions on Twitter and Instagram alone. That’s 5,000 more mentions than that of Masskara 2013, which is one of the biggest festivals in the country. The brand was able to reach 26,857,871 unique individuals online. Total digital impressions peaked at 247,608,027 with a 53% paid to 47% organic split. All KPIs exceeded.
In summary, Run To Your Beat became the loudest and most talked about run in 2013, and Rexona succeeded in its pursuit of energizing and inspiring Filipinos to DO: MORE.
There’s no such thing as bad publicity. Or is there? With a following of over 2.1 million Super Fans, KFC Arabia is the region’s largest quick service restaurant brand on social media. It generates conversations across all platforms, mainly among young Arab men. But what happens when negative chatter pops up around the brand? KFC was about to launch a new campaign endorsed by famed footballer Cristiano Ronaldo. But just prior to the launch, the KFC brand seemed to be experiencing quite a bit of negative online buzz. Although KFC had full control over the assets it owned, there was little it could do elsewhere. Initiative needed to find a way to deviate all the negative conversation around KFC and protect its investment behind the upcoming Ronaldo campaign. After analysing sales and delivery trends, the agency noted a dramatic increase of group and family meals whenever a football game was televised. The upcoming ‘Clasico’ match would be among the most viewed and talked about games of the season. If KFC played its cards right, it was something that it could use to its advantage. The objectives were to: - Turn negative online social conversation into positive engagements - Increase overall brand sentiment - Increase social media engagement on KFC owned platforms such as Facebook, Twitter, and YouTube
By doing so, KFC expected to see an uplift in store footfall and deliveries on game day and continue on once the Ronaldo campaign was in effect.
Strategy
There is nothing quite like a major sports rivalry! Think Borg vs. McEnroe, Prost vs. Senna, Tyson vs. Holyfield. A little healthy competition makes for great fodder for any brand. Add a little controversy, and you’ve scored big time.
Football is the biggest and most popular sport in the region, and KFC Arabia has associated itself with leading football legends since 2010. Three years ago, when KFC signed on Lionel Messi, it saw loads of buzz erupt in the social sphere, making light-hearted fun of KFC’s partnership with the FC Barcelona player. Fans created jokes, memes and other visual materials that quickly went viral throughout the region. Engagement levels on KFC Arabia’s Facebook page also showed an all-time high every time KFC posted about a ‘Clasico’ match – or any football related topic really – from fans mocking the other side or cheering on their respective team. History proves that rivalry is a great platform for fan interaction. And even though KFC had quite a few legends attached to the brand previously, it decided to approach ‘rivalry’ from a brand new perspective. Leveraging the region’s love for football, KFC wanted to be bold, and fuel conversations that build upon the rivalry of Cristiano Ronaldo fans versus Lionel Messi fans. KFC’s plan was simple: A little audacity and a whole lot of fan interaction. KFC knew that KFC Arabia’s partnership with Cristiano Ronaldo would trigger tons of instant reactions from his fans and Messi fans alike. And the brand was ready to make its move.
Execution
Blog Talk: Knowing that home deliveries spike on game days, KFC secretly released KFC buckets with Ronaldo’s image during an FC Barcelona match. This would surely cause a stir, especially among Messi fans. As it turned out, FC Barcelona lost quite badly, and fans were taunted with Ronaldo’s face staring up at them. With the help of bloggers, KFC used this incident to launch a social media frenzy! Social Media Soiree: Once the campaign was released, it was game on. The action became the perfect opportunity for KFC to join the conversation, leveraging content that would now become even more relevant. Sc Augmented Reality Happenings: The rivalry continued as KFC released an augmented reality mobile app where fans could take a realistic photo of themselves standing next to Ronaldo in their own surroundings. Ronaldo fans used it to brag, with photos together with him in their living rooms, backyards, or offices. While Messi fans mocked them, posing with Ronaldo next to garbage dumps or toilets. KFC fuelled the fire by seeding exciting football content to stir the Ronaldo vs. Messi fan rivalry and was front and centre creating brand association with every user generated photo, meme or tweet.
ores of fans posted on social media, commenting on the new endorsement, spreading the news like wildfire with posts, jokes, photos and memes. Ronaldo fans mocked Messi for being replaced by Ronaldo, with depictions of Messi working in a KFC kitchen. And Messi fans retaliated with their own jokes and memes.
Results
Online interactions were through the roof! Social media conversation increased by 137% during the campaign and brand sentiment was up 20%. The Ronaldo photo initiative generated over 65,000 shares in only 45 days, and countless other shares that KFC are unable to track (e.g., Whatsapp, SMS, email, etc.)
