[PAO] Marketing question

[Michael Marek]

Paul,

I generally agree with what you are saying in the section I have quoted 
below, but in Integrated Marketing and Brand communications, it can be 
appropriate for subsections of an organization, or separate "products" 
to have their own logos and even slogans, usually being segmented by 
being aimed at different audiences.

This is true because in brand communication "one size does not fit all" 
and it is often appropriate to "tell the story"in different ways for 
different audiences.  But.....

When this is done, it still must reflect the overall organizational 
brand promise and positioning.  So the foundation of the brand promise 
is the same but we present it and "tell the story" differently for 
different audiences.

The example that I give in class when I teach IMC is that for university 
marketing, the high school juniors and seniors don't have the same 
questions about the school as their parents do, or that alumni do.  We 
need to give each group the information most focused to their interests, 
because if we send them information they are NOT interested in, they may 
tune us out.  This MAY mean different logos, slogans, etc, as long as 
they are consistent with the overarching brand promise and positioning.


-Michael-

On 6/30/2014 3:57 PM, Lt Col Paul Cianciolo wrote:

> /I think the marketing focus needs to be on CAP as a single brand./ If
> you are going to spend money, then assisting the wings with specific
> projects would be useful, e.g., creating a national video promo to be
> used on YouTube, converting wing artwork to vector graphics, or
> assisting with creating a promotional commercial specific to the local
> audience. Here are 4 areas that make it near impossible for CAP to be a
> single, recognized brand, and here is how I think it can be fixed.
>
> *1. Prohibit the "branding" of CAP functional areas.*
>
> An example of this is the safety directorate
> <http://www.capmembers.com/safety/> (not sure what to call it, which is
> part of the problem) at NHQ. The /Safety Beacon/
> <http://www.capmembers.com/media/cms/Safety_Beacon_June_2014_20CD6B78A00B3.pdf>
> is sent out around the Web to members and non-members alike. It doesn't
> even have the Civil Air Patrol logo or seal on the front page or
> anywhere in the "official" newsletter! /How can anything official not be
> branded like this?/ There are more functional area newsletters floating
> around than I can even count.
>
> "CAP Safety" also has it's own social media presence on Facebook
> <https://www.facebook.com/CivilAirPatrolSafety/info>. Looking in from
> the outside, it looks like it's a separate organization -- equipped with
> its own slogan, logo, and mission. /Is this the message CAP -- as a
> brand -- wants to portray?/
>
>  From another perspective, this same principle applies to national
> activities, encampments, and events. /Does every activity and program
> really need it's own logo and slogan?/ This type of leadership leads to
> clicks, which in-turn leads to hurt feelings and resentment when someone
> who created the "program" is removed or it needs to be shut down for
> budgetary reasons. Leadership decisions are based on the individuals
> involved and not the overall mission of CAP.