It’s fair to say that marketing terms are often misunderstood. Just to be clear, PR is a subset of marketing. It is not a different discipline.
However, it is a bespoke skill that requires specific expertise, just like any specific marketing medium. PR covers a wide range of activities, including media relations, crisis management and corporate communications – all of which are very important commercial considerations.
But, and we cannot emphasise this enough, it is not a standalone activity. It only ever sits within your overall strategic marketing plan, and this also ensures that all brand experiences by every single stakeholder remain consistent and coherent.
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At Abacus Marketing, we pride ourselves on providing a professional, transparent and high quality service to companies of every size. Not only do we work with lots of ambitious SMEs and start-up enterprises, but we also work with a number of blue-chip corporates too – such as Canon, for whom we create through-the-line advertising campaigns for the Middle East, Africa and Eastern Europe to promote their cameras and printers. Or Kuehne + Nagel, for whom we delivered an integrated corporate sales presentation tool and an office signage toolkit that is used across their global network of offices. Or Virgin Holidays, who trusted us to deliver their sales conference. Add to that list the likes of MasterCard (integrated TTL marketing campaign for a prepaid product), Land Rover (dealer programmes), IBM (channel marketing across Europe), Tesco Direct (integrated marketing campaign), Esso (customer service programme for their UK forecourts) and AXA (ad hoc marketing support), and you can see that Abacus provides a service trusted by some of the biggest global organisations.
So what is corporate branding? It is obvious that all forward-thinking organisations understand the importance of branding, but that does not mean that they necessarily understand what is required to deliver a strong corporate brand. The purpose of this article is to explain what we mean when we talk about corporate branding. To Abacus, there are two sides to the equation we need to consider when answering this question. The strategic brand proposition and the creative brand proposition.
This month’s blog has been written by Lucy Cheesewright, Managing Director at Langstroth. Lucy has developed an international reputation for all aspects of event management and has many years of experience working across a wide range of events. Abacus works in partnership with Langstroth, a professional event management company with a passion for excellence, to deliver prestigious high-quality events for our clients.
In our article at the start of the year predicting marketing trends we expected to see during 2018, we made a brief mention of the growing use of artificial intelligence in marketing 2018 and commercial applications for both sales and marketing purposes and their solutions. Here we take a closer look at how it is becoming ever more important.
Corporate branding adds long-term book value and profitability to an organisation. This is because it is the first essential step in the process of creating a credible and professional shop window for its products and services. It can also help to ensure that staff are engaged and that they feel empowered to deliver a better and more coherent experience to customers. It ensures that prospects are handled in a consistent way at every single touch point in the sales pipeline process. It improves the likelihood that the staff selection process will lead to the recruitment of people with resonant values and views.
The Entrepreneur website defines a strategic brand proposition as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Which is, of course true, this only tells half the brand story – the visual or creative part. To us, a strategic brand proposition is just as important. It defines the culture and personality of a business, congruent with its vision and values. It is the expression of its virtues and views in the way it delivers work for its customers. It must fit in with the overall marketing strategy and business plan.
Every globally-recognised blue chip company (such as Nike, Starbucks, and Virgin) started small. But even when first starting out, they all recognised the importance of corporate branding and the benefits that a clearly-defined corporate brand strategy would bring to the table. This is true, whatever the size of a business, from the very smallest, to the very largest with very few exceptions. Corporate branding is for all.