Have you defined your brand purpose?, Understanding the relationships between the product, user and brand lies at the heart of how marketers can employ brand design to deliver engaging user experiences and therefore commercial success.
Alexandra Leeming's insight:
To produce a successful communication mix you need to start right back with the basic product that is on offer to your consumers. The business needs to have a complete understanding of the relationship their users will have with their brand and a clear brand purpose in order to be able to effectively communicate this to Marketers to produce a fully integrated communication mix that reaches the target consumers. It is important that Marketers have this clear understanding of the brand vision and purpose as it is their job to successfully orchestrate different agencies who produce different aspects of the communication mix such as one agency will produce the ad, another will do the website, etc. There needs to be no confusion between these agencies on what the brand stands for in order to achieve a fully integrated communication mix that will start to create familiarity with consumers as a constant message is being communicated therefore consumers can relate more to the brand.
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