Rome Wasn’t Built in a Day and Neither was Your Brand

Visiting Rome during my semester abroad was an unforgettable and impactful experience. The moments I spent in front of and within the Pantheon, the most preserved and influential building of ancient Rome, enter my mind as I process what I am learning in my new position at Multimedia Marketing Group.

The photo of my friends and I from my trip shown to the left demonstrates the size and strength of a single Pantheon pillar. Thinking back, it is clear that if just one ancient Roman pillar with a circumference longer than four of my own wingspans, was to crack, it would have a profound effect on the other supports around it. Differentiation, Relevance, Esteem, and Understanding, just like the sixteen pillars supporting the portico of the Pantheon, are vital pieces to the success and stability of the whole, the whole being a business’s brand. In both instances, the literal case and the metaphorical case, the Pillars must exist in unison and balance is key. I had some photoshop fun and created the Brand Pantheon illustrating this concept above.

When considered carefully, the pillars can elevate a company to a much higher level. The Four Pillars of Brand work together to support and consequently achieve objectives and growth that a product or service offered alone could not. Successful branding and resulting brand love and loyalty are the reasons why some companies thrive while others are stagnant.

The catch is that each individual in the marketplace has their own unique perception. Your brand then is not really yours, instead, it belongs to the public, your clients, employees, competitors, even friends, and family. Their perception is formed by a myriad of influences including their past experiences with your company specifically or perhaps what Terry Irwin describes as the “collective brain”. 

The “collective brain” has been brought about by the constant feed of critiquing, praising and sharing that occurs on the internet, especially on social media sites. Brands do not just exist in the consumer’s mind anymore, they are alive through technology. The collective brain with its undeniable influence can help or hurt your company. Consumers do not even need to have a direct experience with your brand to have informed perceptions of it. Leveraging your brand’s image with multimedia content and balancing the Four Pillars in a way that resonates with your audience is vital to success. Publishing your own original, high-quality content can impact perceptions tremendously allowing your brand to cut through the noise and one-up its competitors. 

“Rome was not built in a day and neither was your brand.” Follow my postings as I explore the concept of Brand deeper as the New Project Coordinator at Multimedia Marketing Group.

Andrea Bent

New Project Coordinator


Andrea is passionate about serving organizations through the communication, creation and integration of customized marketing solutions.

Transmedia Marketing with Quality has Effective and Innovative Results for Your Brand Reputation

It is becoming more evident each year that video marketing is an effective and innovative medium with which to attract and capture audiences.  It has been statistically proven that companies when adopting video marketing techniques are significantly more likely to effectively reach their target audiences. However, according to a study done by Brightcove, it has also been found that 62 percent of consumers are more likely to have a negative perception of a brand that created a poor quality video.

The Outcome of Relating Directly with Your Viewers through Quality

This means and is interpreted that quality production as a filmed presentation is a necessary component of creating a compelling marketing campaign for your brand. Modest things like clear picture and sound and a good use of lighting will go a long way in forming positive impressions in the mind of viewers. Video content will, without a doubt, make an impression on audiences, so that your videos must connote quality, professionalism, and excellence because it has a direct impact on your brand perception. It is of paramount importance to remember that incorporating a video marketing campaign will only help drive success if the video is of quality production.  As with anything on most popular social media sites, such as Facebook, Twitter, and Instagram, quality content decides post success.  Therefore, creating valuable content, with high-quality production, will ensure optimization of your posting to be highly successful.

Quality needs to be from the beginning, not an afterthought so that your project has the legitimacy and professionalism to stand behind its message. The focus of a filmed presentation is to create equilibrium between quality design, technology, and marketing implementation. The foundation of a video project, therefore, is the quality of the work; Design principles, creative thinking and the problem-solving techniques which will have a profound effect on the outcome correlating directly with your viewers.

The Concept of Quality has no Limits

Quality is always in the search of excellence which is a way of being, the way we labor, and the way we make choices. Excellence is to be, transmitted by you, to your organization and to your content that is reflective of your brand differentiation. It is a leadership tenet that makes this content become contagious out of your philosophy and it is your task to take this as far as possible. As a leader, you can work with this idea and prove to yourself that this attitude really has no limits when in search of quality for your brand.

Excellence has been demonstrated reputably that the only limit is the will, the capacity and the spirit of self-improvement and the result is the quality that will directly improve your brand reputation. Brand reputation simply denotes that consumers, viewers, and users trust and have faith in your company. They feel good about purchasing or acquiring your goods or services.


What Defines Impact in the Quest for Quality?

What excellence is and is not. Excellence cannot be attained as a short-term goal and we can really never pinpoint that we have ‘achieved’ excellence due to the fact that indeed “it’s a journey, not a destination”; this quest for excellence as we create quality will mean that you are repetitively and aggressively setting higher and higher standards. The result is that you get even better at what you do. No matter what service or what product you manufacture that you provide and what it entails, the substance of quality and excellence is a maxim that transcends the test of time. The Universe, the marketplace, and the self-satisfaction that comes with it will be your rewards to reap.

Think of this in another way, for example, an individual’s online reputation such as the aforementioned video stands in to make a first impression before the individual has an opportunity to make a contact. Whether a person is applying to college, interviewing for a job with your company, or even trying to get a date, folks are going to check up on the online images before making a decision about that person. This is the pragmatic reality of today’s global digital universe.

In conclusion, this filmed presentation we are discussing is much like that, from the moment of the first good idea to make the invisible, visible, quality is and must be the glue that binds everything together, for your brand reputation is at stake.


Excellence is an art won by training and habituation.

We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly.

We are what we repeatedly do. Excellence, then, is not an act but a habit.




About the Author: Joseph M. Arco

Throughout his career, he has been recognized internationally as an award-winning media producer, whom consistently delivers results which exceed client expectations. Mr. Arco has been characterized as a growth catalyst, mufti-faceted leader, and hands-on Media producer with a rich career history marked by effective project development, successful new product launches, and innovative communication strategies.

Informative Video Strategy

The goal of any marketing and public relation strategy is to inform, persuade and convince consumers to take action. Everything that marketing specialists do revolves around audience conversion. For this reason, much research has gone into understanding what inspires consumers to take action. It was found by research company, Visually, that a “video on a landing page can increase conversions by 80 percent or more.”

Videos are a very powerful tool in the marketing industry, and now it has been proven that they are instrumental in clinching marketing strategies. Industry leaders are keen to update websites and social media sites to include promotional videos.

The Importance of Mobile Video

Video on the landing page can increase conversions by 80% or more. –Visually

Let’s say you’re researching a product and where to buy it from. On your phone, you use Google like you usually do to search for a business selling the product you need. You click on their website and all you see is text, how boring and unexciting. What the consumer wants is visual stimulation, and nothing completes that more than a video. A video on a landing page is perfect. It will bring more and more people to want to learn about your product or service. Video can also demonstrate how a product can be used, how the couch looks in a living room, and what variations of the product are available for purchase.

Bussiness person looking at mobile phone