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The Marketing Process

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"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably."  The official academic definition from The Chartered Institute of Marketing (CIM). This means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’. Marketing Process: 1) Target consumer 2) Developing marketing mix The 4Ps: Product, Price, Place, Promotion The 4Cs: Customer needs & wants, cost to the customer, convenience, communication 3) The marketing environment
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Designing a brand identity

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One of the most interesting projects that a graphic designer can take on is designing a logo. It can be daunting (and stressful) to come up with logo options based on market research, and stumble upon some "design magic" through the exploratory process. Narrowing it down to a final approved logo and then seeing it out in the world can be a very rewarding experience for a designer. However, most of the time, a logo is not enough. Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. But before we dig in, let's define the difference (and relationship) between a brand, an identity and a logo. Brand vs. Identity vs. Logo  • A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads....
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