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Management
Mindset
3 Key Shifts in Brand
Communications:
“promotional messages
communicating in a consistent
voice to attain maximum
communications impact”
What is a brand?
How does a brand come to be?
“The brand is a focal point for all
the positive and negative
impressions created by the buyer
over time as he comes into
contact with the brand’s products,
distribution channel, personnel
and communication”
Jean-Noel Kapferer
“A broad conceptual appeal”
Thomas Oosthuizen
“A total experience”
Jeremy Sampson
Inside-out
or
Outside-in
• The Shift from IMC to Integrated
Brand Contact
Management
Frequency of contact
Impact of contact
3. Integrating points of contact
Meaning?
Every point of contact must communicate
and reinforce the identity of the brand.
product contacts
¤
service contacts planned
contacts
Real Implications:
Communication objectives?
Insight - industry
Conflict in interest
Budgets
Culture
Future growth
Track record
The Planned Contact Planning
Process
Phase One
Situational Analysis
“It is a capital mistake to theorise
before one has data”
2. Company Profile
“Virgin stands for a sense of challenge.
We use the credibility of our brand to
challenge the dominant players in a range
of industries, whom we believe exert too
much power and therefore restrict
consumerism”