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Handbook of Research on Mobile Marketing Management
A brand campaign has the purpose of developing a brand with the aid of communication. It is the part of brand management that is visible to the consumer (’branding”). The main goal of a brand campaign is to differentiate the own product of those proffered by the competition or to differentialte the own company from its competitors. Behind all this is the insight that a brand has a higher value of recognition and that the consumer connects certain attributes, features and achievements with it. Thereby the brand is supposed to aid the consumer’s orientation amongst the offerings and radiate trust
Published in Chapter:
Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow
Christopher Quente (Creative Director, Germany)
Copyright: © 2010 |Pages: 16
DOI: 10.4018/978-1-60566-074-5.ch025
Despite the fact that the mobile phone is a perfectly suited advertising medium also for brand campaigns a creative perspective is not only desirable but also necessary. Because: Without creativity, the latest mass medium would be swiftly rendered desolate. In the creative conceptual design of brand campaigns it is important above all to carry out advertising not only on the mobile phone but with it. On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.
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