Brand Identity

https://www.adweek.com/brand-marketing/squarespaces-brand-refresh-was-inspired-by-the-energy-movement-and-grit-of-new-york-city/December 3, 2018

The article is talking about Squarespace intentions of improving its brand in the future. One of the strategies was by updating its logo and engaging in intensive marketing of its products. Another method was by rolling its social accounts and the company’s website. Squarespace’s innovation team were motivated by innovation team were influenced by New York City. The main themes of the city comprised of grit, style, fashion and sophistication. The company is proud of being one of the technological corporations in New York. Besides, the corporation also aims at revamping its brand for easy identification. Other ways of identifying the company’s brand in future are through text and images.The step will assist in increasing brand awareness among the corporation’s customers. Another reason for revamping is to increase the chances of the corporation’s growth. Therefore, the innovations will also bring fresh strategies and ideas to the team as the product identity changes. Besides, Squarespace is also refurbishing its instagram account. It was evident when the brand removed all the posts during one weekend and added back the posts after two days. The company communicated these changes to the clients via video by stating some of these modifications.

https://www.adweek.com/brand-marketing/what-its-like-to-work-with-the-design-shops-behind-some-of-the-hottest-challenger-brands/November 20, 2018

The article explains that an idea is an essential asset to any individual or corporation. This is because it might turn to be a brand that individuals can admire and purchase. Brands such as Noken and Keeps partners with the major trading companies in New York City.The primary goal is to design, advertise and launch the new business to the world. Adweek also explained how various branding shops assist in introducing and marketing new brands. The article further describes how a travel app known as Noken worked with Gin Lane to help in building the brand from scratch. Noken had approached several firms before launching its brand. However, it eventually settled on Gin Lane because of their unique and catchy work. Therefore, the design firm will assist in creating a visual identity, brand strategy and developing a website. The whole team was collaborative throughout the project. It was an indication that Gin Lane was committed to assisting Noken to build its brand. Afterwards, the latter was expected to enjoy a significant market share in the industry. Gin Lane engaged in a conversation with several players to comprehend the brand and the business to date. As a result, the brand expects to record a better performance in future.

https://www.adweek.com/brand-marketing/an-exclusive-look-behind-the-scenes-of-comedy-centrals-redesign/November 21, 2018

The article explains how comedy central used to be popular in the news outlets seven years ago. It had an iconic tower logo which individuals felt was not right to replace with anything else. The skyscrapers and the cool planet burst out and were decreased a standard “c” nesting inside a bigger, reversed “C.” Critics suggested that the not funny but boring. Majority of them suggested that old symbol had a lipo. However, these people failed to comprehend that the new logo originated from a network that was expected to change quickly. Some of the big programs that comedy central has aired since 1991 include South Parkand Tosh.0. Despite having many critics, Comedy Central began attracting a large following in 2011. The last survey showed that the logo was doing well even if people previously dismissed it. Comedy Central was also able to maintain its kinetic functionality by adjusting its logo in 2011. Besides, the “C” mark represents half of the permitted mark. Therefore, it is expected that the logo will always read comedy central. However, the previous font known as Brandon Grotesque must be replaced. It was a right font, but it had to be substituted since many networks were using it.

Brand Loyalty

https://www.marketingweek.com/2018/11/27/coca-cola-creating-brands/27 Nov 2018 7:00 am

The journal discusses the strategies that Coca-Cola intends to employ to beat the competition in the beverage sector. It is because of stiff competition emanating from the e-retail sector and the changing market trends. One of the ways is by creating brands and increasing loyalty among the clients. The company insists that the company can only remain relevant if it creates brands. Coca-Cola is currently one of the innovative corporations across the globe. The article suggests that the entity launches its products quickly. Additionally, the corporation monitors its new products for some weeks before deciding to launch or abandon the idea. The goal is to release quality products to the consumers. The company’s CEO James Quincey believes that innovation will assist in meeting the demands of their customers. Some of the firm’s inventions include coke coffee which is getting good reception in the market. Moreover, Coca-Cola also intends to diversify its product to increase the loyalty of the customers. Another intention is to increase its sales in the future. Some of these products comprise of low sugar drinks such as bottled water and coke zero sugar. However, Meza explains that Coca-Cola’s only challenge is the changing market trends in the industry.

https://www.marketingweek.com/2018/10/11/dangerous-conflate-frequency-with-frequency/11 Oct 2018 10:30 am

This article begins by explaining the meaning of customer loyalty in the market. In this case, it means how often a client might buy a product from the company. The marketing week cautions marketers to be careful while using the phrase. It is because there are many types of loyalties in the market.Helen Edwards suggested that many people confuse the meaning of loyalty in business. They normally think it is equivalent to the devotion they show towards their friends. The article further divides loyalty into two broad categories namely tactical loyalty and constrained loyalty. The former refers to strong allegiance that allows small products to secure delivery via larger retailers. Besides, the latter applies to those goods that can be sold directly to the consumer. It means that repeat purchases will occur despite the existence of the big players in the industry. Moreover, the journal explains various approaches that can be used to increase a customer’s loyalty. One of the methods is by creating quality products that are better than those of competitors. Secondly, it is essential to offer quality services to consumers. This can eventually result to repeat purchases in the future. As a result, it will increase the company’s profits.

https://www.theguardian.com/media-network/2014/nov/25/luxury-goods-marketing-ferrari-le-labo 15 Nov 2018

The journal begins by giving a brief definition of brand loyalty. In this case, it means how the customer feels the entity’s brand. Maintaining the client’s allegiance is vital for the business. It is because it assists in building the reputation of the corporation. Moreover, it can also help in increasing the firm’s revenues in future. Many individuals and companies do not bother to keep their customers happy. Though, winning the trust of the client is important to any business. The article indicates that more than 60% of the clients have earned the loyalty of specific corporations. Therefore, it means that they frequently purchase their goods or services. Additionally,83% of the consumers trust certain products after being informed by their friends or family members about the good. One of the approaches of increasing brand loyalty is through customer experience. It includes the association that one has with the clients. It is believed that by 2020, customer’s experience will overtake the price and the product. Customer interaction means everything from sales calls, emailing, after sale services and how the item serves the clients. It is also essential to get the customer’s feedback regarding the corporation’s products.

https://digiday.com/media/financial-times-building-brand-loyalty-among-young-readers/JANUARY 15, 2019

This journal explains how financial times can increase loyalty among young readers. One of the ways is by encouraging the reading culture among young individuals. It is why the publisher introduced a long-term program for instructors and learners to read the financial times. The program aim at contextualising the institution curriculum by reading the news articles written by Times correspondents. Additionally, the schools participating and learners can develop their mobile and online accounts. Therefore, the get weekly email newsletters from financial time’s worldwide education editor. This allows the learners to get stories relating to their areas of specialization. Some of the topics covered in this case comprise politics, environment and economics. FT is now focusing on the current and future audience. This is because their former audience is already working or advancing their education. The learners and instructors have accessed thousands of FT pages over the past year. Ft increases the loyalty of the readers by running writing competitions and multiple-choice quizzes. The company has an ambition of engaging the younger generation with its video coverage in 2019. However, it avoided revealing more details about the issue.

Brand image

https://www.adweek.com/brand-marketing/adweeks-25-most-popular-brand-marketing-stories-of-2018/December 28, 2018

The journal explains that brands made a lot of efforts to connect with the public more than the previous years. Some known brands like Nike were reluctant to engage in this activity. They felt that they could devote their energies elsewhere. Besides, others conducted intensive campaigns to promote their brands. One of the products was Apple’s HomePod advertisement. The intention was to attract the attention of the audience on social media platforms. This is because social media sites are capable of drawing a large audience. It is because they are used by millions of active users across the globe. As a result, they can increase the company’s revenues.

Moreover, some brands like Uber were supposed to change their brand image and marketing strategies. This could help in dealing with negative publicity that faced the entity in 2018. Other competing businesses damaged the corporation’s reputation in the transport business. Also, the company was receiving a hostile reception in other parts of the world. Moreover, the journal states that brand image can affect the performance of the business. Therefore, firms should always strive to build their model at all times.

https://www.adweek.com/brand-marketing/the-10-biggest-brand-revamps-of-2018/December 20, 2018

The journal explained that various giant companies rebranded in 2018 because of multiple reasons. Most of these global entities rebranded by changing their names and logos. Uber changed their company symbol when they realized that it did not auger well with most of the people. As a result, they ended up rebranding their symbol with new colors. The bank of America is also another brand that changed its logo in 2018. Their emblem included dark blue colors and more gaps between the lines. It was the initial change in its sign since the corporation was formed several decades ago. Jo-Ann Fabrics changed its name to Joann. The primary goal was to inform the customers that their stores had other things other than textile. The awareness could help the corporation to increase its revenues in future. Toys R Us also rebranded even if their efforts were unsuccessful. The corporation shut the remaining stores before commencing Lippincott’s innovative branding. The primary goal of rebranding is to catch the attention of the clients and increase sales.

http://baseline.tennis.com/article/77881/serena-williams-alexis-ohanian-brand-genius-awards NOV 08, 2018

The article mainly focuses on the story of Serena Williams. She was given the annual Brand Genius Awards. The event occurred in New York in the US. The lady was honoured because of the legacy she has built over the years. Serena’s interests are mostly in business primarily in the fashion industry and jewellery. In her speech, Serena revealed that she is inspired by individuals who succeed after failing. It is what motivates a successful person or product. It is also evident that Serena Williams was featured by appearing on the first page of Adweek. In this case, she was acting as the brand ambassador for the company. The decision was influenced by her exemplary performance in the sports world. The lady has already won 72 career singles titles. Additionally, she has also won four Olympic gold medals.

 
Do you need high quality Custom Essay Writing Services?