Faith branding is the concept of branding religious organizations, leaders, or media programming, in the hope of penetrating a media-driven, consumer-oriented culture more effectively. Primary goals include sharing a message of faith, raising money for charity, preaching salvation, building an inner-city outreach, and giving an audience hope. It refers to new rules for branding and communicating a message in the 21st century digital generation.
Faith-based organizations and non-profits are struggling under our present cultural framework and the power of global media. Media’s influence in our lives is pervasive. In our culture today, education, business, religion, leisure, science, even family life, are all measured against that influence. The challenge for religious organizations and leaders today is how to express their faith in a media-dominated culture. How to tell their story alongside the maddening swirl of media “clutter”–TV, radio, computer, digital music player, Internet, mobile phone, and other technologies competing for an audience’s attention. Branding faith is ultimately the tool for them to have their message heard through the massive and growing wave of media static out there.
Reasons for the Growing Importance of IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers:
- From media advertising to multiple forms of communication.
- From mass media to more specialized (niche) media, which are centered around specific target audiences.
- From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
- From general-focus advertising and marketing to data-based marketing.
- From low agency accountability to greater agency accountability, particularly in advertising.
- From traditional compensation to performance-based compensation (increased sales or benefits to the company).
- From limited Internet access to 24/7 Internet availability and access to goods and services.
A good brand name should:
- be protected (or at least protectable) under trademark law
- be easy to pronounce
- be easy to remember
- be easy to recognize
- be easy to translate into all languages in the markets where the brand will be used
- attract attention
- suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection)
- suggest the company or product image
- distinguish the product’s positioning relative to the competition.
- be attractive
- stand out among a group of other brands
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