Topic: Mori Branding - The Efective Way To Communicate

Summary: Mori branding has emerged as an efective marketing strategy in New ea!and"
# ma$ority o% businesses and institutions are using Mori creative as a &art o% &rint and
digita! cam&aigns"
Keywords: Maori branding' Maori communications' Maori creative
(nnovation and creativity are the two bu)) words in the wor!d o% marketing" New strategies
evo!ve over a &eriod o% time and *nd an immediate connect with the audience" Mori
branding is one such efective way o% communication that has become &o&u!ar in New
ea!and" (t is driven by the !oca! triba! cu!ture o% the !and which is being a&&!ied to &rint and
digita! marketing by businesses and other institutions" Marketing agencies ensure Mori
Cu!ture is nurtured' *!tered and communicated correct!y to the target audience" This he!&s in
bui!ding strong brand e+uity %or their c!ients"
Insight into Mori Communication
Mori communication draws its origin %rom the Mori cu!ture which is ancient cu!ture o% New
ea!and" The cu!ture is rich in its art and !anguage and remained distinct be%ore the
Euro&eans set their %oot here a cou&!e o% centuries ago" Today this has evo!ved into an
efective communication strategy where creative agencies are e&itomi)ing Mori !eadershi&
in a marketing' branding and digita! communication conte,t"
Waha -htt&:..www"waha"co"n)/ is one agency that has been success%u!!y using Mori creative
as an integrated &art o% its &rint and digita! communication strategies" They have he!d their
%oot *rm around the Mori market and success%u!!y created diferent so!utions time and
again" # rich cu!tura! &ers&ective o% the Mori &eo&!e gives them dee& understanding o% the
target audience" With e,&ertise in traditiona! know!edge and Motoi Tangata they have
efective!y managed marketing cam&aigns %or severa! o% their c!ients in the &ast"
How It Is Applied?
# &ro%essiona! agency wou!d draw on Motoi Tangata or Mori market research that he!&s
them understand the thoughts o% the target audience' their thought and &ers&ective to the
brand" 0ere are %ew that are a &art o% this strategy 1
Mori Market Research Market research &!ays a very im&ortant ro!e in the
success o% any cam&aign" With Motoi Tangata the agency wou!d he!& businesses and
other institutions understand the target audience' their thoughts and as&irations"
This he!&s in making dee& inroads into the market and connecting efective!y with the
target audience"
Mori !ngagement Strategy 1 This is used to en!ighten the c!ients on the beauty
o% the Mori cu!ture and how it can add va!ue to the business and the marketing
cam&aign" Creative agencies with detai!ed understanding o% the cu!ture can a&&!y
this %or customer engagement across a number o% industries and disci&!ine"
Mori "randing 1 Each and every cam&aign' be it on the &rint or the digita! %ront'
draws its ins&iration %rom the uni+ueness o% the Mori cu!ture" 2oca! !anguage' art'
customs and symbo!ism are efective!y and e,tensive!y used in branding o% the
cam&aign" The cam&aigns make use o% &ositive re&resentations in the cu!ture to
engage the audience and estab!ish a strong re!ationshi& with the brand"
Mori Content Strategy 1 Content is the king and in the Mori cu!ture that wou!d
be termed as 3angatira or Mori chie%tains" Techno!ogica!!y innovative and cu!tura!!y
a&&ro&riate content is used in a!! %orms o% marketing" This he!&s in communicating
the message behind the cam&aign in an efective manner and e,tract ma,imum
mi!eage %or the c!ients"
With this efective communication strategy brands can reach out to a !arge section o% the
market"
A#out Author$ #!bie #&iata is a gra&hic designer director at W#0# and an e,&ert on Mori
creative" 0e has been regu!ar!y writing on Mori branding and how it is efective!y being
used in %or efective marketing strategies"