The glut of places to advertise makes it easy to confuse customers with contradictory messages.
|Scooped by Jason Boult|
I feel this was a great article about understanding integration. The author in this article starts off by talking about the lack of perseverance in today’s business branding programs. As more consumers get bombarded every day with hundreds of advertisements from television networks, radio stations and outdoor billboards, the minds of consumers are becoming more and more fragmented due to ‘over exposure’ of marketing messages and advertisements. Many companies today start an advertising campaign every couple of years only to change their marketing messages alongside them. This can be a vital mistake on their part because their audiences (and attention spans) tend to lose interest over time and quickly forget about a marketing message. Everyone remembers McDonald’s and their “I’m lovin it” marketing message because McDonald’s has been consistent in the past- since 2003 with their marketing messages. The McDonald’s marketing messages hardly ever change and tend to stay the same years on end. Also, McDonald’s have always maintained a singular focus when it comes to marketing their products. This allows consumers to more easily recall their brand and marketing messages. Companies like BNZ bank drastically change their marketing messages every couple of years and because of this, nobody really remembers their marketing messages. I think consumers and even management of a company who consistently changes their marketing messages begin to lose sight of who they really are and what they actually do as a business. Due to this, the brand itself loses precious brand identity. Like the article states, businesses need to focus more on integration and become more persistent with their marketing messages so that consumers may remember them. By communicating a consistent identity from message to message, stakeholders start to become more aware of what the brand actually represents and definitely becomes more aware of their marketing messages.