Concept Development, Strategy and Tactics in Integrated Marketing Communications (IMC)

Integrated Marketing Communications is a field that requires us to succeed in conceptual thinking and
strategy development. How does that lead us into campaign development in IMC615?

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Protecting the brand: The role of brand standards in IMC

It is difficult enough for a brand to build trust among consumers these days. Having a consistent appearance and tone throughout a brand’s integrated marketing communications is critical to that mission, but it can be difficult to maintain. With large marketing departments and multiple sources producing content, it’s essential to have standards and oversight to ensure a brand speaks with one voice. In this podcast, we will learn how a governing set of brand guidelines can help to protect the brand, preserve uniformity, and ultimately build trust.

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Marketing in an Age of Disruption

Our host for this episode of West Virginia University's Marketing Communications Today is Nathan Pieratt. His guest is Joseph Jaffe, CEO and Co-Founder of Evol8tion. Some of the topics they may be covering in this interview include: 

• What is Survival Planning? Why do you believe everyone is in the survival business?
• You mention 4 reasons why companies are “Built to Suck.” Can you list and describe them?
• Why do companies struggle so much with the concept of “failure”?
• A real interesting approach is this idea of embracing your heresy? What does this mean? Can you give some examples of “heresy marketing”?

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