Steve McKee in the article ‘Integrated Marketing: If you knew it, you’d do it’ informs the audience about the importance of message consistency for an organisation. This includes both internal and external communications. Steve tells us how many organisations have failed to achieve their economic objective and profitable growth, all because of inconsistent messaging. It is very obvious today that there is a lack of perseverance in the organisations branding program. As today our world is driven by globalization, there is more competition for organisations. Therefore, organisations have to implement new strategies in order to gain market share. This is forcing organisations to frequently change their message, as they think they are grabbing consumer’s attention like this but they are not realising that it is damaging their brand image. Nowadays consumers are continuously bombarded with messages through radio, television, billboards, and emails and so on. The over exposure of messages is causing fragmentation in the consumer’s mind. There was a good example given in the article which was, the slogan “I’m lovin it” by McDonald’s which has always been in the consumer’s mind as McDonald’s has been consistent with their message since 2003 and do not intend to change it. Therefore, other organisations should follow McDonald’s marketing strategy and be consistent with their marketing message so consumer’s can recall their brand and this will also help them build a strong brand identity. Organisations that embrace Integrated Marketing Communication are likely to overpower their competitors and be profitable than those that don’t.
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