Your brand in the spotlights

The literal meaning of a trademark, or a brand is easy to find. The Polish researchers Hanna Górska-Warsewicz and Olena Kulykovets define a brand as a name, term, sign, symbol, or design meant to identify and distinguish the goods and services of an enterprise from those of competitive businesses. 

A brand guarantees quality, it reassures the buyer and boosts the image of the business. It is a symbol that connects the identity of the enterprise and its products with the consumers and consequently creates a relationship. Therefore, the researchers Górska-Warsewicz and Kulykovets acknowledged brand integration in 2017 as an effective tool to position a brand. This brings us to the basics of Famework. Famework makes an efficient tool available for brand marketeers to find content that matches the brand’s identity. This matching content fits the picture of the marketing mix and can raise, via brand integration, the image of the enterprise and its products.

Famework welcomes all companies that represent one or more brands. We discern companies that are, on the one hand, responsible for their own brand(s) and companies that, on the other hand, develop a marketing or media campaign at the request of the first ones. 

The first group are companies that represent consumer of corporate brands, the so-called B2C- and B2B-brands. The second group are media- and advertising agencies. Those agencies develop campaigns and share responsibility for the marketing mix of a brand. Famework is also a helping hand by passing on content that matches their clients.

Brand integration is not new. In 1930, Procter & Gamble made a marked switch from advertising to content. The ‘soap opera’ started as a concept of one of their innovative marketing stunts. A ‘Soap opera’ was exactly what it says: a radio programme sponsored by soap brands. Procter & Gamble was one of the first to link brands and content and understood, even in those days, the concept of brand integration. 

Decades later, brand integration has increasing importance worldwide. Consumers are faced with a rising number of advertising incentives. He/she picks the content that appeals to him/her and blocks more often the ‘advertising clutter’. Moreover, there is a growing interest for qualitative and creative content that highlights a brand among the avalanche of stimuli the consumer is burdened with. 

Procter & Gamble, of all companies, made an intriguing announcement in September 2019. The multinational wants to change its priorities. No more boring commercials but contribute to the funding of programmes and other types of content that focus on creativity.

And again, Procter & Gamble did understand the message. More than ever, marketeers are challenged to have their brand noticed. Creativity is the keyword if they want to appeal to their target clients at the right place at the right time. The bottom line is that a brand must be where the target customers are, which is at the source of creativity, therefore in the content itself. 

Famework totally subscribes to this theory. Its matching platform helps brands to find this appropriate content and to develop with the content makers a prolific and creative partnership.