The Impact of Creative Arts on the Brand

Business & Finance, Marketing & Sales
Cover of the book The Impact of Creative Arts on the Brand by Nick Birch, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Nick Birch ISBN: 9783656608141
Publisher: GRIN Verlag Publication: March 4, 2014
Imprint: GRIN Verlag Language: English
Author: Nick Birch
ISBN: 9783656608141
Publisher: GRIN Verlag
Publication: March 4, 2014
Imprint: GRIN Verlag
Language: English

Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.2, Central Queensland University, course: Creative Arts Administration, language: English, abstract: The American Marketing Association (AMA) defines a brand as a 'name, term, sign, symbol or design' intended to identify and differentiate them from competitors (Lake, N/A). Walter Landor, one of the greats of the advertising industry, said 'simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality' (Nelson, 2008). Bates (N/A) believes that the best definition is that a 'brand is a collection of perceptions in the mind of the consumer'. This definition clearly distinguishes that a brand is very different from a product or service. A brand is intangible and exists in the mind of the consumer (Bates, N/A). Social media has turned the ways in which the brand interacts with the customer on its head. With close to 2 billion internet users worldwide, 126 million blogs, 12 billion videos viewed per month in the US alone, (Thomas, 2009), 2 billion tweets on Twitter per month and 500 million people on Facebook (Van Grove, 2010), the face of the consumer may remain essentially the same but the way in which they interact with brands has changed dramatically. It seems brands are now impacted by the creative arts, the ones more specifically known as social media sites, blogging and user-content creation leading to direct consumer participation in the modification of brand identity. The creative arts and technology have allowed the consumer to have their say heard by an audience, to rapidly share information and empowered brand-users to gain control over how a brand is perceived, their reputation, product quality control and even direction. Amidst the impact of these creative arts, brands now ignore their customers at their peril.

Nick Birch is a Media Production Professional with a Masters of Creative Enterprise. He has been working in the creative industries since 2000: mainly as an editor for local and international television series, commercials, documentaries, short films, corporate projects and music videos. He also produces, directs, shoots, sound-designs and writes. His extensive experience and natural affinity with clients and their vision makes him a favourite to work with, seeing the return of many satisfied customers. He has worked with TV networks, Hollywood producers, radio stations, mining magnates, airlines, actors, singers, dancers, lawyers, charities, designers, construction, children, animals, sports, tourism and even a volcanologist. He believes in balance, loyalty, freedom, humour and truth-values which permeate his livelihood. His enterprise is to make your story rise and shine in the most admirable, genuine, spectacular and engaging style possible. You can see some of his work at nickbirchstudio.com

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.2, Central Queensland University, course: Creative Arts Administration, language: English, abstract: The American Marketing Association (AMA) defines a brand as a 'name, term, sign, symbol or design' intended to identify and differentiate them from competitors (Lake, N/A). Walter Landor, one of the greats of the advertising industry, said 'simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality' (Nelson, 2008). Bates (N/A) believes that the best definition is that a 'brand is a collection of perceptions in the mind of the consumer'. This definition clearly distinguishes that a brand is very different from a product or service. A brand is intangible and exists in the mind of the consumer (Bates, N/A). Social media has turned the ways in which the brand interacts with the customer on its head. With close to 2 billion internet users worldwide, 126 million blogs, 12 billion videos viewed per month in the US alone, (Thomas, 2009), 2 billion tweets on Twitter per month and 500 million people on Facebook (Van Grove, 2010), the face of the consumer may remain essentially the same but the way in which they interact with brands has changed dramatically. It seems brands are now impacted by the creative arts, the ones more specifically known as social media sites, blogging and user-content creation leading to direct consumer participation in the modification of brand identity. The creative arts and technology have allowed the consumer to have their say heard by an audience, to rapidly share information and empowered brand-users to gain control over how a brand is perceived, their reputation, product quality control and even direction. Amidst the impact of these creative arts, brands now ignore their customers at their peril.

Nick Birch is a Media Production Professional with a Masters of Creative Enterprise. He has been working in the creative industries since 2000: mainly as an editor for local and international television series, commercials, documentaries, short films, corporate projects and music videos. He also produces, directs, shoots, sound-designs and writes. His extensive experience and natural affinity with clients and their vision makes him a favourite to work with, seeing the return of many satisfied customers. He has worked with TV networks, Hollywood producers, radio stations, mining magnates, airlines, actors, singers, dancers, lawyers, charities, designers, construction, children, animals, sports, tourism and even a volcanologist. He believes in balance, loyalty, freedom, humour and truth-values which permeate his livelihood. His enterprise is to make your story rise and shine in the most admirable, genuine, spectacular and engaging style possible. You can see some of his work at nickbirchstudio.com

More books from GRIN Verlag

Cover of the book Praktikumsbericht Unterrichtspraktikum Musik Gymnasium by Nick Birch
Cover of the book Tageszeitung, Radio und Fernsehen als Medien der Kulturberichterstattung by Nick Birch
Cover of the book Sterben und Tod als Thema im Unterricht der Grundschule anhand zweier Kinderbücher by Nick Birch
Cover of the book Trainingsplanung, Leistungsdiagnostik und Trainingssteuerung beim Marathonlauf. Ein Fallbeispiel by Nick Birch
Cover of the book Chat-Kommunikation - Mündlich oder Schriftlich? by Nick Birch
Cover of the book Bildung und Erziehung als gesellschaftliche Aufgabe. Erzieherverhalten und Erziehungsstile (Unterrichtsentwurf PPS, Jgst. 12) by Nick Birch
Cover of the book Strategien zur Entwicklung einer Fehlerkultur an Gesundheits- und Krankenpflegeschulen by Nick Birch
Cover of the book Textinterpretation von 'Saisonbeginn' von Elisabeth Langgässer und von 'An manchen Tagen' von Nadja Zimmermann by Nick Birch
Cover of the book Stress und Stressbewältigung by Nick Birch
Cover of the book Wirtschaftliche und steuerliche Zweckmäßigkeit von gesellschaftsvertraglichen Abfindungsklauseln by Nick Birch
Cover of the book Embedding cultural factors into the HFACS framework by Nick Birch
Cover of the book Sportspiele und Aggressivität. Die 'kleinen Spiele' hinsichtlich ihres Nutzens zur Gewaltprävention by Nick Birch
Cover of the book Betrugsschaden bei Risikogeschäften by Nick Birch
Cover of the book Zur Bilanzierung stiller Beteiligungen an Kapitalgesellschaften by Nick Birch
Cover of the book Martin Luther by Nick Birch
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy