PART 1
Yes! Believe it or not, wedding cakes have become something else. What do I mean? Today, couples have become strategic by giving their wedding a THEME. The Wedding THEME now informs the dress code, colour choice, hall décor and lastly the CAKE colour and design too. The truth is, when you appear at such a wedding you will know that they are communicating something to the audience.
This is the way to go with business. Your business must have a THEME in the market place. You don’t just exist in the air. Branding today, not only has to do with just advertising message or publicity alone but also with what services the brand is offering, how it is presenting the offering, what types of employees are hired and how they are contributing to the overall brand.
Branding in these times is a strategic activity rather than just a marketing differentiator. Consumers associate with a brand because it communicates certain values to them. For example, consumers associate with Volvo because the brand stands for safety. A number of other cars provide similar safety measures but Volvo communicates strongly to the customer that the paramount thing on the company's mind is its customer's safety. So, people on whose priority list safety tops – sure can associate themselves with Volvo.
In contrast, a true branding effort involves communications that inspire an emotional reaction in the recipient. Branding does not sell a specific product. Rather, it creates an image of what the brand stands for (often called "image campaigns" in the ad trade). Further, that created image evokes a positive emotional response in the consumer's mind.
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