Professional Documents
Culture Documents
Brand Communications
Brand Communications
Brand communications
• Is it happening?
Brand communications
• Consumers are constantly meeting the brand
– Through advertising
– With editorial mentions
– By sponsorships
– On the point of purchase materials
– Over the supermarket shelves
• Selective Attention
– Due to message explosion
• Selective Distortion
– Receive what fits into their belief systems
• Selective Retention
– Only a few remain in memory
Effectiveness influencers
• The greater the influence of communication
source over recipient, the greater the recipient’s
change/effect in favour of source
• Some examples…
– Shift focus from functional to emotional benefits
– Increase visibility
– Establish brand superiority
– Create launch excitement
Taking a creative leap…
• MasterCard
– ‘Give an emotionally bankrupt brand, a heart’
Tone of voice
• Some examples…
– Leadership
– Empathy
– Humour
– News
The 8 Essentials
• Address the key business issue
• Example: Dove
1. Promise discriminates brand from competitors
• Example: Surf
1. Establishes relationship with consumer
• Example: Lux
1. Integrates brand name with central idea
• Example: Rin
1. Idea must be campaignable
• Example: Axe
1. Must help build brand personality