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Disruption and coherence: Creating the ‘buzzߣ that builds a brand

Author

Listed:
  • Daun, Winfried

    (Communications and Branding, UBS Business Solutions AG CH, Postfach)

Abstract

The re-launch of a global brand, following several years of absence from advertising, poses a formidable challenge to any marketing organisation. Waning effectiveness of paid messaging, sophisticated, diverse target groups and fierce competition are only some of the factors that call for ideas which regain consumer attention and disrupt an organisation’s well-established marketing mix. The launch of a newsworthy activity that earns broad media coverage promises such a disruption. However, as consumers are more than ever looking for relevance and credibility, any brand ‘buzz’ tactic must be coherent with the brand’s positioning and broader messaging activities.

Suggested Citation

  • Daun, Winfried, 2016. "Disruption and coherence: Creating the ‘buzzߣ that builds a brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(2), pages 132-141, June.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:2:p:132-141
    as

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    More about this item

    Keywords

    UBS; wealth management; brand strategy; brand re-launch; brand journalism; marketing strategy; brand positioning; content marketing; Annie Leibovitz;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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