[Melissa Attree] At the recent Buy-ology Symposium in Johannesburg which I attended, Martin Lindstrom drew a correlation between religious beliefs and branding. This article continues with the pillars of religious belief that could be applied to brand building that I've been discussing.
[Melissa Attree] When I speak with people about brands and branding, I always bring up the point that a brand is not what you say it is, it's what ‘they' say it is. This prompts questions and controversy but brings me to the point that a brand is not a fancy corporate identity, it's not a snazzy logo... it's is a collection of stories, emotions and associations. With this in mind, I attended Martin Lindstrom's recent Buy-ology Symposium in Johannesburg.
[Melissa Attree] If you remove all the tech and jargon and ‘stuff', embracing Web 2.0 concepts and thinking, it's relatively easy to make a good first impression, and, let's face it, when it comes to communicating through the web, that's all we have. Here's a short list of some things I've picked up or noticed along the way that irk me.
[Melissa Attree] The decision by Standard Bank to use a social media press release (SMPR) as part of the Standard Bank Pro20 Series is a bold one. This South African communication first is part of a campaign that has seen one of our most established brands get involved in the online conversation while simultaneously freeing the brand from the shackles of tradition and conformity.
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