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Marketing Communications: A Brand Narrative Approach
John Wiley and Sons Ltd, Dec 2009, Pages: 606
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as:
Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues.
Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’.
This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.
The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. The book also incorporates two very contemporary themes:
- Brand Narrative approach: Whilst being in line with current brand management developments and evident in recent changes in brand campaigns, the examination of the story arc of brand development, particularly form a student perspective makes the discussion of various brand developments much more engaging.
- Media neutral planning approach: Reflecting the latest thinking of multi-media, multi-message communications, the book supports the belief that all messages and media should be fully integrated but recognises the need for target audience requirements to dictate schedules. The primary objective is for the message to find the market; the secondary objective is to use the appropriate media to carry the message. Examples are sprinkled throughout the book of organisations using so-called non-traditional media to reach groups not locking into normal channels: The Labour Party and M Cadburys creating a viral marketing campaign to instil word of mouth buzz into a repositioning campaign; Mercedes Benz using video pod-casting to ensure impact and message delivery.
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