14.03.2017 / How to build a personal brand and maintain it?

Definition of a personal brand:

“A personal brand is the means by which people remember you,”- Laura Lake, who has 15 years in online marketing field.

Importance of a personal brand:

A personal brand helps to find a job. It gives an opportunity for recruiters to find your profile easily and understand more things about a person. A personal brand can help in influencing other people. Finally, a personal brand represents a person online.


How to create a strong personal brand?





Hard & Soft Skills:

Soft Skills:

Leadrship. One of the most important soft skills you can develop in your career is the ability to lead. Being a strong leader will mean the difference between you getting a promotion over someone else with similar qualifications. The further you move up in any industry, the more important leadership skills become. A good leader influences others to accomplish goals. Prove your leadership abilities by asking for more responsibility and going out of your way to organize new projects.

Collaboration. Another essential soft skill is collaboration. Someone who can work well with a team will often be much more successful than someone who cannot. Teamwork requires the ability to build solid relationships and connect with other people. You should be able to understand your coworkers and clients equally well. Understanding builds these strong relationships. Being collaborative is just as important as being a leader because these skills play key roles in the upper level positions of all career paths. Incorporating these ideas into your brand now will set you up for success in the future.

Communication. Recent studies show 98 percent of employers believe communication skills are essential. That’s why it’s important for them to see communication skills are a staple of your brand. You need to think about all aspects of communication, including written and verbal. Consider your conversation skills, your ability to tell a story, and the way you deliver a message. All of these factors play into being a strong communicator. You can demonstrate these skills through many aspects of your brand, such as your resume, cover letter, interview, personal website, social media, and more.

Work Ethic. A strong work ethic is another important skill for your brand. Are you willing to put in more hours? Do you volunteer for extra responsibilities? How well do you manage your time? All of these habits play into your strong work ethic. The people around you notice these things, so if you have a strong work ethic your coworkers and managers will know this. That’s why your professional references are the best opportunity to demonstrate your work ethic. Determine who you’ve worked with and who will be able to speak on your behalf. Strong references are essential for your personal brand.

Problem Solving. If you can find efficient and effective solutions to problems, you will be an appealing candidate for any job. In fact, 93 percent of employers said the ability to think critically and solve complex problems is more important than a job candidate’s undergraduate degree, according to a recent survey.

Hard Skills:

Analytics and research. Candidates should be able to look at marketing with an analytical eye-from research to data to content-and they should be able to draw meaningful conclusions and plan next steps.

Digital savvy. From SEO to pay per click to social media, the online landscape of today is constantly changing. Marketers need to have a basic understanding of the various tools available and how they can apply them.

Brand-building. Company branding is a differentiator in the marketplace, and good marketers understand that. They know their personal brand and they are also able to recognize strong company brands in the market.

Strong writing and editing. Candidates for a marketing role should be able to adjust their tone and style, and they should be able to edit others’ work. Thought leadership and content creation is crucial to building brands today; they add credibility and help consumers trust the product.

Selling. In an interview, candidates should be able to sell themselves-from the way they present to how they articulate accomplishments. That ability translates to the workplace: Great marketers understand how to sell a service or product, they know the nuances and the points of differentiation, and they can clearly articulate them.

Understanding of target markets. Much of marketing is about knowing your audience. Even though a candidate may not understand all the intricacies of the business, they should still be able to speak to who the customer is after learning more about the product or service.

Examples of a Personal Brand in different fields:

Good Example:



Bad Example:

 Cho Hyun-ah


Since Ms. Cho’s dad is chairman of Korean Air, it’s not entirely surprising that she got the job of executive vice president. What was a bit surprising, though, was when she called attention to herself by forcing a plane to delay takeoff and return to the gate because she was served her macadamia nuts in a bag and not a plate. She was promptly fired, losing whatever personal brand equity she might have had.

Lesson learned: If you land a job through nepotism, try to avoid egregiously nutty behavior.


  1. What is Personal Branding in Marketing? by Laura Lake
  2. Online Personal Brand by Ryan Matthew Frischmann
  3. How to Build a Personal Brand Online? by Headway Capital
  4. 5 Soft Skills to Emphasize in Your Brand by Heather R. Huhman
  5. How to Brand Your Personal Profile? A story of personal branding  by Nick Brown


06.03.2017 / How do advertising agencies form new ideas?

 How to form new ideas?


Amy Tan: Where does creativity hide?

What are the challenges while developing new ideas?

  1. Adapting to technological change
  2. Doing great work
  3. Stay true to design fundamentals
  4. Being unique
  5. Being multi-skilled
  6. Maintaining personal interactions
  7. Finding the right clients


  1. Mind mapping:
  • See the whole picture, the global view, at once.
  • Understand the links and connections
  • Easy recall
  • Be on top of all the details for parties, holidays, projects or any other subject
  • All issues, your position, and maneuverability on one sheet
  • The new brain-storming in which more thoughts are generated and appropriately assessed.


2. Corporate Takeover:

This exercise stimulates the situation where another stronger company takes control over your business. It helps to understand the competitive advantage of the more reliable company and how to implement it in your business.

3. Mining:

Using this approach helps to fill in team members’ brains with various information. It contributes to generating more interesting and crazier ideas.

4. 75 Ways to Excercise Creativity:

Creative planning process:


Understanding the customers:


The impact of the messages:

The message is an underlying idea or theme in an ad or the accessible or primary content or information that passes from a communicator to a receiver.


  • Creating an image that encompasses aspects of the company
  • Transfer to customer’s judgements about the products the company markets
  • Brand beliefs and attitudes
  • Product purchase intentions
  • Product choise

What is an appealing message?



Right Messages:

Nike:”Just Do It.”


In 1988, Nike sales were at $800 million; by 1998, sales exceeded $9.2 billion. “Just Do It.” was short and sweet, yet encapsulated everything people felt when they were exercising — and people still feel that feeling today. Don’t want to run five miles? Just Do It. Don’t want walk up four flights of stairs? Just Do It. It’s a slogan we can all relate to: the drive to push ourselves beyond our limits.

De Beer:” A Diamond is Forever.”

Screen Shot 2017-03-07 at 5.09.04 PM.png

In 1999, AdAge declared De Beers’ “A Diamond is Forever” the most memorable slogan of the twentieth century. But the campaign, which proposed (pun very much intended) the idea that no marriage would be complete without a diamond ring, wasn’t just riding on the coattails of an existing industry. De Beers actually built the industry; they presented the idea that a diamond ring was a necessary luxury.

Bad Message:

Malaysia Airlines:”My Ultimate Bucket List.”


The first of our worst marketing campaigns for 2014 has to go to Malaysia Airlines, who at the center of 2 tragic lost airlines in 2014,  should’ve been more conscious of their marketing.

In a competition, the airline asked their audience to answer the question “What and where would you like to tick off on your bucket list, and explain why?” The competition was open to participants in New Zealand and Australia, who would be eligible to win IPads or economy class tickets on the airlines.

But what Malaysia Airlines didn’t take into account was the concept of a “bucket list” and its connection with death. With its recent tragic history, Malaysia Airlines showed a crude lack of empathy and sensitivity towards the situation, and people were quick to call them out. The links to the competition were canceled, and people were asked to describe destinations and activities on their “to-do” list instead.


  1. Amy Tan: Where does creativity hide?
  2. Strategic Approach to Human Resource Management by Tapomoy Deb
  3. The Universal Traveler: A Soft-system Guide to Creativity, Problem-solving & the Process of Reaching Goals by Don Koberg, Jim Bagnall
  4. The Influence of Corporate Message on the Product Portfolio by Gabriel J. Biehal & Daniel A. Sheinin
  5. 12 of the Best Marketing and Advertising Campaigns of All Time by Lindsay Kolowich
  6. Read With Caution: 15 Of The Absolute WORST Marketing Campaigns From 2014 by Sarah Burke

  7. A Diamond is Forever by De Beers
  8. Marketing Campaign Development by Mike Gospe

23.02.2017 / Media Agencies & Media Mix

What is a Media Agency?

  • A media agency makes sure a marketing message appeals to consumers, appears in the right place, at the right time and that the advertiser pays the best possible price.
  • A company that advice companies on how and where to advertise and on how to present a positive picture of themselves to the public.
  • An ad agency can choose to specialize and focus on some functions like Media Buying & Media Planning instead of multiple functions. Such an organization is called Media Agency.


Media Landscape:

  • Media Landscape describes the tools that society can draw on to communicate.


  • Freedom & Equality (freedom of expression & freedom of opinion)
  • Independence (from political, economical, and social factors)
  • Accessibility
  • Pluralism (variety of sources).

Trends in Fashion Industry:

  • Cutting back in print:

Magazines sales in the U.S. have continued to fall since 2014. In the third quarter of    2014, 112.6 million magazines were sold, compared to just 84.7 million in the second quarter of this year, according to Statista. Ad revenues for magazines and newspapers are also expected to fall by 5 percent this year, while digital ad spending, in general, is predicted to increase from $68.8 billion in 2016 to $105 billion in 2020, according to e-marketer.

  • Embracing live video:

Elle which produces 20 live videos a month, Teen Vogue use the feature to showcase beauty tutorials, tips, and product reviews, as well as interviews with social media influencers and beauty experts. The videos are often raw, unscripted and take viewers behind the scenes of a magazine’s office and of runway shows. Some publishers even use Facebook Live for permanent series, like Elle with its bi-weekly “Female Founders” series, which features interviews with female entrepreneurs.

  • Experimenting with Snapchat pop-up channels:

Fashion publications have also turned to pop-up channels on Snapchat to leverage the app’s popularity with young people. Vogue introduced one just before New York Fashion Week, and it now hosts an emerging channel every Tuesday and Friday. Upwards of 70 percent of the content is created solely for Snapchat, while the rest comes from its website.

  • Instagram Stories versus Snapchat:

Snapchat rival Instagram launched Stories, a Snapchat-like feature that lets users record short videos that disappear after 24 hours, and it didn’t take publishers including Cosmopolitan, Allure, Vogue and GQ long to experiment. Unlike Snapchat, which publishers complain about due to its lack of audience metrics, Instagram Stories guaranteed an audience that was already engaged. For some glossy titles, the feature has completely overtaken Snapchat regarding where they put their focus on sharing stories and behind-the-scenes content.


  • Leo Burnett

One of the industry’s incumbents has put their money where their mouth is regarding content marketing, recently announcing a publishing partnership with the Huffington Post. Coming in high on the forefront of content is going to set agencies up for success as consumers continue to embrace authenticity and storytelling from their favorite brands. With a client roster that includes ubiquitous brands like Pfizer, Coca-Cola, and Kellogg’s, Leo Burnett is making smart moves. Notable content work: the award-winning #LikeAGirl for Always, which hits on cause marketing and storytelling authentically, showing they’ve got their finger on the pulse of culture in a meaningful way.

Location: Chicago, USA

  • Wieden + Kennedy

Wieden + Kennedy excels across traditional and digital, something that few agencies can actually say. At a time when it’s important to integrate tons of real-world and online platforms for big, successful campaigns, the pride of Portland doesn’t disappoint regarding experimentation. One recent success is a physical and metaphorical testament to W+K’s dominance in bringing together the real world and the world on the screen: their FIFA Feel the Game spot for EA takes storytelling and experiential content to a level worthy of a world cup.

Location: Portland, USA

Organization & Elements:

  • Account Executive
  • Account Manager
  • Account Director
  • Client Director
  • Head of Department

Advantages & Disadvantages:


  • Time-saving for companies
  • Professional approach
  • Database
  • Experience
  • Sufficient execution of tasks


  • Costs
  • Misunderstandings between a company and a media agency
  • Risk to be taken in

Tasks of Media Agencies:

  • Being responsible for the strategic recommendation of media activity for a client’s campaign
  • Working on client’s behalf
  • The planning process (analyzing the audience objectives and balancing the reach, frequency, and costs of media options to deliver a detailed media plan that maximizes advertising exposure and impact).

Media planners work closely with advertising agencies to ensure the client’s advertising budget is well spent, as well as adhering to the overall campaign strategy

Customer Insight:

A client insight, or consumer insight, is an interpretation of trends in human behaviors which aims to increase the effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit.


Screen Shot 2017-02-23 at 5.28.52 PM.png




Media Mix:

  • A Media Mix is the combination of communication channels your business can use to meet its marketing objectives. Typically, these include newspapers, radio, television, billboards, websites, email, direct mail, the Internet and social media, such as Facebook or Twitter. Combining these channels in a media mix enables you to communicate in the most efficient way with different types of customers and prospects at various stages of the purchase decision, according to Entrepreneur.




  • Research:

Know your audience. What do they watch, listen to, and read? This presents many opportunities to deliver your message via both traditional media like broadcast and print, and interactive mediums, like social media marketing, or targeted display campaigns. It’s important that a company has an intuitive understanding of clientele, so a company understands their consumer habits and motivations and can, therefore, build a strategy with these behaviors in mind.

  • Strategy:

Define goals – brand awareness, increased reach, CTRs. What does success look like? Be specific, and find ways to measure results as work to accomplish these goals. A media plan should map out a marketing strategy for the entire year, so consider seasonality and promotions that occur annually. Once a company determined an overarching strategy for the year, a company can dive deeper into a quarterly plan. Define budget – this will determine reach.

  • Create & Execute a plan:

It’s vitally important to match marketing goals to the medium most likely to deliver the results. Considering all of the options available for placing a marketing message, there is a need to know the strengths and weaknesses of each. For instance, TV could be a place for an overall branding message while targeted display ads may be much more efficient at drive targeted website traffic for a particular promotion. Media plan should always allow fine-tuning your campaigns to meet goals. Finding the right media mix, even just within the realm of digital marketing alone, can be a challenge.



  1. What is a media agency? By MediaCom
  2. Media Agency. By the Cambridge English Dictionary
  3. Media Policy for the Digital Age. By Amsterdam University Press
  4. 4 Trends that Shaped Fashion Media Landscape in 2016. By Jemma Brackebush
  5. The 33 Most Creative Content Marketing Agencies. By Newscred
  6. Media Agency. By Wikipedia
  7. The role of advertising & media agencies. By NSW
  8. “What Are Consumer Insights and How to Do They Impact Marketing Effectiveness?”. By Jule Klepic
  9. Media Consumption in Russia. By Deloitte
  10. What is a Media Mix? By Ian Linton

13.02.2017 / How to create a successful brand strategy?

Definition of a brand strategy?

A brand strategy is a company’s plan for creating a brand image in minds of potential and current customers.


Goals of a brand strategy:

  1. Increasing revenue.
  2. No differences between brand identity and a brand image.
  3. Attracting new market segments.
  4. Developing brand loyalty among customers.
  5. Sales protection from competition.
  6. Increasing market share.
  7. Strong Brand.



What are the elements of a good brand strategy?

Ken Hanson, CEO Hanson Dodge, has 30 years of competitive experience in creating brands for companies. He created 16 components of a killer brand strategy.


Mandy Movahhed defines six key elements of a good brand strategy:

  1. Target Audience. Identifying your targets can help a company to achieve better results. The personal approach makes value proposition more interesting for specific targets. Moreover, it maintains brand loyalty.
  2. Brand Promise. It is a core message of your brand to the target audience.
  3. Brand Perception. It is essential for all companies to know how customers understand company’s brand. In order to avoid crucial misunderstandings, a company can create a survey for customers. This will help in developing a process of brand perception.
  4. Brand Values. They identify what drives the company.
  5. Brand Voice. How does your brand sound? Is it serious or funny?
  6. Brand Positioning. It is a current or dreaming position of the brand in the market. It creates an image of a usual customer of the brand.


What is the process of a brand strategy?

The process of a brand strategy starts with a brand audit and ends with a brand strategy plan execution. The whole process can be divided into  three stages:

  1. Brand Audit.
  2. Brand Strategy.
  3. Brand Execution. screen-shot-2017-02-13-at-7-53-19-pm

What are the tools and models used for a brand strategy creating?

Golden Circle.

It is one of the models that helps companies to understand their vision, and mission.

Why? Why you do what you do.

How? How to do it?

What? What do you do?

The most successful leaders started building their organizations from answering the    question “Why?” instead of “What?”

There is no doubt, this approach helps companies with brand strategy since people do not buy what companies do, they buy why companies do it.


PESTEL analysis.

This analysis helps companies to understand macro economical factors in external and internal markets. Moreover, it opens new opportunities for the company, estimates risks, and helps to prevent them.


Alliant Brand Strategy Process:

Where do you come from?

What do you do?

Who do you do it for?

Why does it matter?

What winds are you riding?

Who shares the brandscape?

What makes you the only?


Brand Strategy Development.

Brand Strategy Development is divided into four stages: understanding, creation, deployment, and monitoring.



The company “Simple” is a good case of a brand strategy. The company has target audience – young tech people, who do not want to spend time in banks. “Simple” created a good decision for them. It is an application for people, who seek for easy decision regading banking.


Heinz is a bad example of a brand strategy. The QR code on its botteles linked consumers to website for adults.




Rebranding – it is a process of changing company’s corporate image.

When & Why does a company need rebranding?


  • a company wants to shake off its old image
  • a company plans to tap into new demographic
  • a company outgrow original mission
  • market is evolving quickly
  • a company has only its name.


  • macro problems
  • look and function do not match
  • atracting wrong customers
  • management change
  • philosophy change
  • function change.



How to rebrand?

There are 19 essential questions that every rebrand needs to ask:

  1. Why are we doing a rebrand?
  2. What problem are we attempting to solve?
  3. Has there been a change in the competitive landscape that is impacting our growth potential?1
  4. Has our customer profile changed?
  5. Are we pigeonholed as something that we (and our customers) have outgrown?
  6. Does our brand tell the wrong (or outdated) story?
  7. What do we want to convey? To whom?
  8. Why should anyone care about our brand?
  9. Have we isolated exactly who should care about our brand?
  10. Have their needs, or the way they define them, changed?
  11. Are we asking our customer to care more about our brand — and what it means — than we do?
  12. Is our brand associated with something that is no longer meaningful?
  13. Is our brand out of step with the current needs and desires of our customers?
  14. Are we leading with our brand direction?
  15. Are we following with our brand direction?
  16. Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary) ?
  17. Will this solution work in 5, 10 and 15 years from now based on what we can anticipate?
  18. Have we assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead?
  19. If we were starting our business today, would this be the brand solution we would come up with?

Rebranding strategies & examples:

Proactive Rebranding – it is a strategic decisions that a company makes in anticipation for future events (e.g. predictible market changes in the future).


Reactive Rebranding – it is a company’s reaction to a series of events that have happened (e.g. merging companies).



The New Age of Rebranding:



  1. What is a Brand Strategy? by Amy Kasza
  2. Star Brands by Carolina Rogoll
  3. B2B Branding by Nicole Groysman
  4. Business Strategy + Brand Strategy by VCU Brand Center
  5. Alliant Brand Strategy Process by Alliantstudios
  6. Brand Strategy Development by Wamp Solutions
  7. Brand Strategy by Marketing Guides
  8. The 5 Worst Marketing Failures in 2015 by Kim Shandrow
  9. 5 Signs It’s Time to Rebrand Your Company by Andre Bourque
  10. 10 Signs You Should not Rebrand by Katy Morell
  11. How to Reband: 19 Questions by DBD International
  12. The Rebranding Handbook – Everything You Need to Know about Rebranding              by Alejandro Mercer

05.02.2017 / How to use brand identity to create a brand image?

What is Brand Identity?

Alina Wheeler defines that brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems in her book “Designing Brand Indentity: An Essential Guide for th Whole Branding Team.”  

Graphic Designer, Andrew Sabatier cretated the Anatomy of Brand Identity:



What is a Brand Image?

According to “In Search of Brand Image: a Foundation Analysis,” written by Dawn Dobni, University of Houston, a definiton of a brand image was not stable over 35 years.

Table 1 shows all definitions of a brand image from the last three decades. This collection was grouped by focuses. Resources of this table are press, journals, and books.

A brand image is the consumer’s understanding and evaluation of the product. (Friedman and Lessig 1987).


What are the Differences Between Brand Identity and a Brand Image?


What is the Relationship between Brand Identity and a Brand Image?

The synergy of brand identity and a brand image creates brand strategy. Brand strategy makes sure that customers correspond to brand identity.



How does a Brand Image Affect Sales?

It is a well-known fact that customers compare self-image with a product image. If there is a match, most luckily, a person will buy a product. This is the reason why companies do their best in order to create a product for a very narrow market segment and create a connection between a brand image and personal image.

Figure 1 describes this model.

Screen Shot 2017-02-05 at 8.35.19 PM.png


Brand Identity Prism:

Professor Jean-Noel Kapferer represents brand identity as six prism:


  1. Physics – it is a combination of physical aspects that a customer feels, when comapny’s brand is mentioned. This is a basis of the brand.
  2. Relationship – it identifies the way of relationship the company stands for.
  3. Reflexion – it creates image of a typical comapny’s user.
  4. Personality – it is a charecter of the brand. It can be differentiated with a writing style, a brand ambassador, colours, and design.
  5. Culture – values of the brand.
  6. Self-image – it is a reflection of a target group. Brand gives an oppotunity to people to associate themselves with lifestyle that they want.


Brand Identity Models:


David A. Aaker, a professor of marketing in University of California, has invented a brand identity planning model. It aims to help companies in brand identity process. David A. Aaker advises to consider a brand as a product, a person, an organization, and a symbol. It makes strategists to see a brand from different perspectives.



How to utilize visual elements to support brand identity?

Key visual elements for supporting brand identity are:

  • Memorable logo
  • Attractive colours
  • Supporting graphics
  • Typography

Non-visual elements:

  • Clear purpose and positoning. Why does company exist? What are competetive advantage and target market?
  • Market research. It helps to understand business environment and estimate chanses of winning the competion.
  • Likable brand personality. It is essential for a company to have an idea of how brand will look like, if it is a person.





  1. The Seven Key Element of Brand Identity Design by Jarom McDonald.
  2. Aakers Brand Indetity Model by Ali Hadi.
  3. 6 Reasons Your Brand Needs a Brand Identity Model by David Aaker.
  4. The Influence of Brand Image on Sales by Malikul Adil.
  5. What is the Difference between Marketing, Sales, and Branding? By Sean Duffy.
  6. In Search of Brand Image: a Foundation Analysis by Dawn Dobni.
  7. Brand Identity Designer by Andrew Sabatier.
  8. Kapferer Brand Indetity Prism by Marmara University.
  9. Designing Brand Indentity: An Essential Guide for th Whole Branding Team by Alina Wheeler.
  10. Branding by Matti Helelä




30.01.2017 / How to integrate marketing communication?


IMC or Integrated Marketing Communication is a strategy of customer engagement and communication with them.


The main purpose of business is maximazing profitability. IMC is not an exception. IMC aims to maintain long-term relationships with the most gainful customers. Moreover, IMC assists in retaining customers. IMC helps the company to build luxury brand and increase total revenue.


IMC has only four different types: horizontal and vertical, internal and external. Combination of these types accomplishes your goals.

  1. Horizontal type – it usually useful, when the company wants to develop its product. Clear communication among functional areas of the company is crucial. For example, marketing team should give insights to engineering team in order to create the best product based on market preferences.
  2. Vertical type – making sure that the product fits company’s mission, vision, values and goals.
  3. Internal type – it focuses on keeping employees excitement about the product. It helps to increase sales because employees will transmit excitement to customers.
  4. External type – it happens when the company deals with outside companies, e.g. marketing agencies, advertisement companies. It is essential to be in touch with them, if the company creates a new product or develops it.


Tools and Channels:

Tools of IMC allude to inegration of different marketing tools, such as, online advertising, direct marketing and public relations etc. For the most efficient collaboration among marketing areas, the company should facilitate clear communication among them.

  1. Advertising – it is the most competent way for inceasing awareness about the company among customers, e.g TV Promotion, videos, and challenges on Social Media, etc. It also motivates end-users to buy the company’s product. It is important for the company to create a clear message for customers in advertisement.
  2. Direct Marketing – this way of marketing facilitates communication between users and the company without intermediaries, e.g. e-mails, phone calls, SMS, and catalouges etc.
  3. Personal Selling – the way to sell the product to the end-user after face-to-face meeting. The seller promotes the product through emotions and attitude.
  4. Public Relations Activities – it helps to promote a brand through events, news, and public appearences, etc.

These tools are executed by marketing, sales departments and public relations of the company. For example, marketing department creates product advertising and sales department makes personal selling and direct marketing.


Tips for successful IMC:

If the company follows this guidline, it will achieve goals.


Benefits of IMC:

  1. Competitive advantage
  2. Brand reinforcement
  3. Bigger audience
  4. More consistent and clear message.

Limitations of IMC

  1. More expensive that traditional marketing
  2. Efforts hard to measure
  3. A large number of resources to measure and analyze
  4. Planning is time consuming
  5. Higher number of KPIs needed to be defined.

Case Examples:

Honey Maid: Love


  1. Business Dictionary
  2. Integrated Marketing Communications Part |||: Acquiring and Retaining Customers by Holly Hosford-Dunn, PhD, FAAA
  3. Types of IMC by Richard Morgan
  4. Integrated Marketing Communication Tools by MSG
  5. IMC: The Next Generation by Don and Heidi Schultz
  6. Client perception of IMC by Thomas Duncan


18.01.2017 / Storytelling



Everyone of us has a child inside. This child makes us to it chocolate in the night. This child makes us to break the limits. This child teaches us how to enjoy our life.

The biggest difference between adults and children is kids live in their own world without fear. They just enjoy their own world. This kind and incredible world has been created by fairytales. All of us love them. Fairytales is the reason why people love storytelling.

Nowadays, companies use storytelling as a tool to sell products or goods to customers and increase awareness about the brand. The main goal is to deliver a message and inspire people to change their reality with company’s product. Storytelling creates different reality without problems where all of us want to be. Storytelling creates magic. Companies use storytelling because it connects people, inspires them and makes them to go towards one common goal.

Effective storytelling has own style, includes drama in the plot/speech, has a single theme. A story should be as personal as possible. Moreover, storytelling should be brief and simple. It should has a target audience. Remember, people get bored easily.

There are many techniques for efficient storytelling. As for me, I mostly get engaged when a person speaks about failures in the begging (false start technique) or when a speaker compares hope and reality (sparkling technique).

If you want to create a good story, you need to start with “self.” This is the hardest point in the process. It requires focusing on some events that really happened. As an example, Steve Jobs used this method during the speech to Stanford students in 2005. Secondly, you should continue with “us.” It connects audience and a speaker. Finally, you should talk about “now.” It helps to understand the things that have been changed while using a particular product or service.

There are many tools which people can use for creating a story. For example, Metta is a professional platform for creating interactive videos. Videos can be used to educate, to tell a story or to inform your audience about issues.

 “Inspiring stories can change mainstream narratives.
Together, we have the power to re-invent reality.”




  1. Use Storytelling to Explain Your Company’s Purpose. Author: John Colemaan is a coauthor of the book Passion and Purpose.
  2. Effective Storytellin – a manual for beginners. Author: Barry McWilliams.
  3. Impact Storytelling.
  4. 8 Classic storytelling techiques. Author: Ffifon Lindsay.
  5. Visual Storytelling: Finding Common Ground. Author: Jackie Wong.
  6. How Storytelling Devotes with Stakeholder Engagement. Author: 3p contributor.
  7. Selling to Stakeholders Using Storytelling. Author: Alison Sigmon.
  8. Corporate Storytelling.
  9. Top 10 Storytelling Tools.








Problem Based Learning. My first experience.

It was the first day of our Problem Based Learning in Creative Communication course. This learning method helps to encourage students to learn more by themselves. I am in group of 11 people from other countries and different backgrounds.

Every session has Discussion Leader, Observer and Recorder. The main role of Discussion Leader is to lead the group in a right direction and make sure that everyone speaks. Observer is not allowed to talk. He or she has a paper with names and different statements. In the end of the discussion observer has 10 minutes for feedback. Recorder should record all main points and share it via memos afterwords.

Each PBL task has a trigger, a problem, learning objectives, keywords and sources. In the first part of PBL we define a problem via brainstorming, understand the learning objectives and keywords. After this session our task is to study for the next discussion where we share our ideas and evaluate.

Our first task is storytelling and corporate communication. I will share my findings in the next post.










Hey there

Hi, I am Yana.

I would like to introduce myself. I was born in Moscow, Russia. All my school life I wanted to move abroad after graduation. I chose Finland because it is a very safe country, people have their rights and it is somewhat close to my family. When I was almost 19 years old, I moved to Finland. I lived in Porvoo for one year and half since my campus was there. Porvoo is a small town in Southern part of Finland. It takes 50 min by bus from Helsinki. I love Porvoo very much. The city is simply beautiful.

Currently, I am a third year international sales and marketing student from Haaga-Helia UAS. My university is a great place to be. I love it because we implement creative learning methods. For example, students collaborate with companies during school semesters in order to learn how everything works in real life. Moreover, our uni pushes us to find information by ourselves and do not rely on teachers. Additionally, this blog also is a part of Creative Corporate and Marketing Communication course.

Frankly, I do not know yet why we should have blogs but I am excited to start. I read implementation plan for the course and eager to put my hands on the table.