Integrated Brand Communications: A powerful new paradigm | Carolyn Ray
|Scooped by Sophie Frakes|
This article was written from an interesting perspective that illustrates that while there is a definate need for IMC the process is a lot more complicated than the idea suggests. The author claims three main areas where IMC fails to live up to its potential.
1. The agencies often employeed to create an IMC strategy often have a bias such as they are advertising agencies.
2. Most organisations are structured to work individually on media budgets that are specific to them and therefore the organisation is not communicating in a truely integrated way
3. Companies are often too focused on short term results on 'action' and 'activity' and neglect the 'big picture'. While it is the purpose of IMC to create short term gains the main focus should be on building long term relationships in order to generate brand equity.
The author proposes the idea of Integrated Brand Communications in order to deal with some of the short comings of IMC. She believes that the business and brand should be the focus rather than the marketing activity and that strategy and finance should come together with marketing in order for the brand to thrive. By doing this she believes it would create a much stronger intergrated communication of what the brand is.