Brand Image, Buzz, And Trust Prove To Determine Magazine Award Winners

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The General Interest Magazine Brand of the Year award was recently announced and won by the National Geographic Magazine, underscoring the findings released by Pew Internet that graphics play a key role in on-line recognition and brand currency. Integral Media, Minneapolis based marketing consultants, comment on how brand image and trusted unbiased media content to gain a cohesive brand voice.

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Brands Built With Trusted Unbiased Content

Businesses are seeking new ways of increasing the influence of their brand strategy in the marketplace. A strong brand offers awareness of a company and its offerings in such a way that establishes strong feelings and buzz. ~ Sims

A recent Pew Study shows that images are key for advertising in order to let consumers recognize the brand, to nurture a connection to the product or service and the organization offering them. One outstanding example of trusted unbiased media enriched through graphics is the National Geographic Magazine. Having just won the General Interest Magazine Brand of the Year award in the Harris Poll EquiTrend study, brand marketers are taking note of just why.

The National Geographic Magazine had the highest quality score of any magazine brand measured in the 2012 study by a hefty margin, winning heads and tails over other competitors. "National Geographic has a long, rich legacy in print, and we are seeing that brand equity play out in broadcast media too," says Gress. In addition to magazines, Harris Poll EquiTrend measures television networks and channels.

"Owning a top winning brand means having attained success by achieving brand equity, connection, and buzz that give consumers a well-rounded understanding of where and how that brand fits what they are looking for," commented Eric Sims, senior marketing consultant and owner of Integral Media.

National Geographic is a worldwide leader comprised of award-winning media, including magazines, television channels, web sites, interactive editions, apps, and books—all unified under a collective mission to document and care for the planet. This is accomplished through trusted, unbiased content that is delivered to millions of consumers around the globe. The Audit Bureau of Circulations says, "National Geographic Traveler combines the spirit of exploration, expert photography, and the authority of the National Geographic brand with a new world of insights for 21st-century travelers."

Integral Media finds that content is one area business owners often ask questions about. They wonder how to make a call to action compelling and not 'salesy'. Brands need to offer consumers something beneficial, relevant and timely. Media content should deliver on whatever is newsworthy, like the current Presidential election, Super Bowl, or Olympics, or as in the case of the National Geographic magazine, delivering on seasonal travel experiences. today's consumers are well informed with multiple media platforms and brands develop trust when they are tailored to meet specific audience requests for that moment and occasion. A brand's message should be find a balanced blend in both its copy and graphics.

"Media buyers need accurate knowledge of the experience users are looking for," says Eric Sims. "Marketers must create a brand experience that delivers on what American consumers unmet needs are, and how those unmet needs overlap with the business objectives of an organization. Those insights can lead to better integrated media buying decisions that drive advertising dollars. Trusted unbiased media content leads in promoting content across brands that have overlapping audiences."

The Pew Internet And American Life Project summarized their recent study by saying that "photos and video images have become key social currencies online." If an image can speak a thousand words that create buzz, the spirit of the marketing message, brand recognition and inform the viewer of the organization behind it, the National Geographic Magazine is certainly one credible example from which companies can glean ideas on how to become a winner.

The United States Public Policy Polling (PPP) find interesting results when it comes to asking Americans which single TV media outlet has proven trust. Oddly, Fox News won both honors this year like last year: 34% say it's the one they trust the most, compared to 13% for PBS, 12% for CNN, 11% for ABC, 8% for MSNBC, 6% for CBS, and 5% each for Comedy Central and NBC. By contrast, the report posted February 6, 2013 titled "4th Annual TV News Trust Poll" says there is one notable source more Americans trust than distrust. It stands alone as - PBS, the public service channel, with 52% of voters saying they trust it against 29% who don't.

Since 1999, Integral Media has delivered efficient, smart media solutions to clients nationwide. Working with advertising agencies or directly with brand managers, company owners, or direct marketers, Integral Media helps clients gain a cohesive brand voice. Contact Eric Sims at 952-470-5254 for brand building and integrated media buying services.

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