Week 4 – MBA 6601 – How Company’s Culture is Connected to its Marketing Plans

 

(OpenAI, 2024)

To connect a company’s culture to its marketing plans, the organization and owners must identify their brand identity. This is to make it easier to create a marketing plan that layouts the action you want your intended audience to take, how you will reach them, and let them know what your company stands for and the benefits of your products/services (Levinson & Levinson, 2007, p. 42).  Identifying your brand identity can help you develop your core values that be used to align with your brand, which is then can be used in how your consumers/customers view your company (Yohn, 2019).

An identity must be created, not an image. Identity is what your company truly represents and is genuine, while an image is made up, façade, or not genuine (Levinson & Levinson, 2007, p. 42). This will allow customers to build connections with your brand and become more willing to purchase what your business is trying to sell. A great example is BioWare and its Mass Effect series. BioWare is a video game developer that created several games, but their Mass Effect trilogy is the most popular series they have created. How they were able to create this popular game by looking at their core values, which are humility, integrity, creativity, storytelling, and teamwork. These core values have allowed BioWare to be receptive to their audience feedback and improve their games in each installment in the Mass Effect series (Porzenheim, 2022). BioWare core values allow them to communicate with their customers and use their feedback to allow them to understand their audience’s needs and wants in a game, which they can use to market the next installment of their games.

Once the entrepreneur or organization identifies their brand identity, it can create a seven-sentence guerilla marketing plan. The seven-sentence guerilla marketing plan layouts:

·         The purpose of the marketing.

·         Your competitive advantage and benefits.

·         The intended audiences/markets.

·         The advertisement channels that will be used.

·         The position the company stands for.

·         The identity of your business.

·         The budget (Levinson & Levinson, 2007, p. 42).

This will allow the company’s culture to be integrated into the company’s marketing plans. If the company wants to be an innovator in an industry, it must have core values that foster innovation. This will allow companies to determine what action they want customers/consumers to take, such as clicking a link that will take them to a landing page to purchase or receive information about their products. If a company identifies itself as an innovator or service brand, it will allow it to find out where its audience spends time. For example, if a company is providing some kind of service for college students, they spend their time on campus or online. This will allow companies to select specific channels. A company can position itself and its targeted market/customer to know about what the company stands for.

Reference:

BioWare. (n.d.). About. https://www.bioware.com/about/

Levinson, J. C., & Levinson, A. (2007). Guerrilla Marketing: Easy and inexpensive strategies for making big profits from Your Small Business. Houghton Mifflin Company.

OpenAI. (2024). Company Culture [Image]. DALL·E.

Porzenheim, C. (2022, June 30). Innovation strategy example: Bioware’s mass effect. Insight To Action. https://itoaction.com/innovation-strategy-example-biowares-mass-effect/

Yohn, D. L. (2019, December 17). Build a culture to Match Your Brand. Harvard Business Review. https://hbr.org/2019/12/build-a-culture-to-match-your-brand 

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