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4 Cards in this Set
- Front
- Back
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Pulizzi (2012) |
>content is created not to profit directly from but to attract and retain customers. >more and more brands realise that technology tools available are worthless without a content strategy at the centre. |
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Granitz and Forman (2015) |
> more interactive/engaged consumer - creates loyalty > self-brand connections- build dreams, create myths > experiential - difficult for competitors to emulate and will therefore create SCA. |
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Lundqvist et Al 2012 |
> communicate symbolic components - who customer wants to be - turns into heroes - Burberry use musicians - symbolic value >turn employees into heroes - build myth about brand - 150th anniversary - burberry > create positive associations that are difficult for customers to replicate - brand loyalty |
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Burberry |
>used storytelling for burberrys 150th anniversary >amazing way of communicating brand values >amazing way of connecting with millenail consumes >Well-crafted story developing story >used music to leverage associations and build dreams |
