From this article I have taken in that integration is the key to successful brand awareness, however, integration takes patience and perserverance. It is important to integrate the same message into everything that they do and to stick with it. It takes a while for things to sink in to the minds of the consumers and as stated in the article, the more successful companies that maintained a healthy growth had advertising campaigns that last significantly longer. Nike has had the same slogan for many years "just do it" and it is so well remembered because of it. So has Mc Dondald with "Im lovin' it". They put this slogan everywhere: On billboards, in magazines, on tv ads, on their foods packaging, on the radio.. This is integration at its finest. Not only do they have the slogan but also their logo, it hasnt differed much over the years and everybody knows the two big golden "french fry" arches are a symbol of Mc Donalds. It has taken years but it works. The most important thing to understanding integration is that it is not an over night thing, it involves commitment to a campaign and using it throughout the entire company.
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