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I began developing this concept of ADprentice over a year ago. I wanted to develop a blog that would help students going into the advertising industry by providing stories and case studies of my own experiences, as well as providing an outlet for current advertising professionals to contribute their experiences.

To begin. As with any marketing or promotional effort you need to know what you are doing and why you are doing it. More specifically I am talking about “What does the company do?” and “Why does the company do it?”.

Successful companies and brands know what they are doing and why they are doing it because they understand their “Reason for Being”.

CASE STUDY:

LG Electronics (src: LG Brand Identity)

“LG strives to enhance its customer’s life and lifestyle with intelligent product features, intuitive functionality, and exceptional performance.”

As in LG Electronics’ mission statement, there is the underlying reason for being.

What do they do?: “…with intelligent product features, intuitive functionality, and exceptional performance.”

Why they do it?: “LG strives to enhance its customer’s life and lifestyle…”

Now what does this mean for them? It means that the company exists to “enhance its customer’s life and lifestyle” and they work to achieve those results by ” …intelligent product features, intuitive functionality, and exceptional performance.”

This gives them direction to abide by. If they develop a product that does not “enhance its customer’s life and lifestyle” then the why do it. No matter how many intelligent features and intuitive functionalities it has. Right?

CONCLUSION:

It all goes back to understanding your customers and why they choose your company or brand, but it also goes full circle as to why you are doing it. No matter what industry, understanding your company or brand’s reason for being will help you focus on maintaining a consistent offering for your customers in product, marketing, and positioning.

ADprentice Reason for Being

*ADprentice is about helping students going into the advertising industry and current professionals **by providing stories and case studies of my own experiences, as well as providing an outlet for current advertising professionals to contribute their knowledge.

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