Brand identity vs brand image, a brand management masterclass with strategic communications expert Solly Moeng.
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People’s expectations of brands have shifted enormously since the since the start of the Covid-19 pandemic. Consumers no longer want to have products pushed at them, they want to see that a brand cares for them, their community and their environment.
We spoke to Solly Moeng, a long-standing brand management, marketing and strategic communications expert, about the impact this has on product marketing and corporate branding.
We spoke to Solly Moeng, a long-standing brand management, marketing and strategic communications expert, about the impact this has on product marketing and corporate branding.
Chapters
- 00:00 Introduction and Solly Moeng’s bio
- 02:47 How brands have had to change their messaging because of Covid-19
- 04:55 How did the term ‘impact branding’ come about?
- 05:20 What makes people remember brands?
- 07:12 How branding changed: from logo to lasting impact
- 10:20 Where does branding end and reputation begin?
- 13:45 How can a brand leave a lasting legacy?
- 16:45 The difference between brand identity and brand image
- 18:38 Ways brands can measure their impact
- 22:30 Why brands have to measure their impact
- 24:16 The benefits of reputation management to a brand and the importance of telling good stories
- 32:17 Brand management on a large scale for a country and continent
