Integrated Brand Communications: A powerful new paradigm | Carolyn Ray
Fiji Singh's insight:
Integrated Marketing Communications is a powerful tool for brands to successfully portray their inner message and values to consumers. Though it is underutilised and not properly used by most companies today. This article shows how to correctly use IMC or a new take on IMC known as integrated brand communication for a successful marketing campaign,
There are ten key steps to achieving a successful IBC programme.
1) Understanding the role of a brand in your business.
2) Understand the factors that contribute to brand value.
3) Understand whom you need to reach
4) Frame your BIG idea
5) Understand how far you need to shift perceptions in order to own the big idea.
6) Build the messages to shift perceptions.
7) Understand the role of each medium in making the shift and sustaining momentum.
The ability to create and maintain brand equity is a key priority for most companies. To do so a brand must have a existing “brand identity” and integrate this with its chosen advertising and marketing mediums.
The brand equity is directly proportional to how well the company can combine its internal identity with its combined marketing scheme.
IMC allows a successful combination of these two elements as it focuses on creating a “contact” or direct experience between brand and consumer. The traditional marketing process has undergone a rapid shift and refocused towards digital and online media. IMC allows a interactive process that combines all the facets of marketing including sponsorship, promotion, direct response and advertising into a structured and balanced message that is both interactive and modern.
This is all done so that the customers, prospects, and publics that are intended to create or maintain strong and highly favorable associations with the brand of the company
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