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Brand Communication ProcessA Gooey Interface

For companies, interface refers to the ease withwhich customers and other stakeholders can

communicate with the company.

Marketing communication can be seen as theinterface between customers and companies.

Having a gooey interface means that the brandrelationship is sticky; that is, there is loyaltybetween the brand and its customers.

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Traditional Communication

Model

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An Interacting Marketing

Communication Model

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The Message

Everything sends a message.

Each brand contact strengthens, maintains,or weakens the brand relationship.

Building brand relationships requiresmanaging a brands total communication

package everything it says and does

then analyzing it all to see if they areworking in concert.

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The IMC Message Typology

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Planned MessagesPlanned messages include marketing communication messages

delivered by:

Advertising, Sales promotion, Personal sales, Merchandisingmaterials;

Press releases, Events, Sponsorships;

Packaging, Annual reports.

Traditional planned messages usually promote the brand orcompany and their objectives.

They also encourage action.

Messages are intended for customers and other key

stakeholders.

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Product Messages

Product messages include all messages sent by

a products design, performance, pricing, anddistribution.

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Service MessagesService messages come from contact with service

representatives, receptionists, secretaries, delivery

people, and all other representatives of a company.

Five measures of service are:

Tangibles

ReliabilityResponsiveness

Assurance

Empathy

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Unplanned MessagesUnplanned messages include:

Brand or company related news stories

Gossip or rumor

Actions of special interest groups

Comments made by the trade and competitors

Findings by government or research institutions Word of mouth

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Media Channels and

Brand Contact PointsAny person, event, or thing that provides exposure to

a brand is considered a medium.

Interactive media includes:

Telephone

Internet

Every brand-related, information-bearing interactionthat a customer or a potential customer has with abrand is referred to as a:

Brand contact point

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Three Types of Brand Contact

Points

Brand- or company- created contacts Intrinsic

Customer-created

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Customer-initiated Marketing

Communication Model

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Noise From Conflict and Clutter

Noise surrounds the communication process and negativelyimpacts the receivers message decoding.

Noise can come from:

Competitive brands

Multiple messages competing for customer attention

Off-strategy messages

Inconsistencies and contradictions

Poor timing and executional flaws

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Receiver Decoding and

Perceptions The receiver is the targeted audience the

customer, potential customer, or other stakeholder.

Audience will decode messages based on pastexperiences with that brand, what they know aboutthe product category, and personal experience.

Everything the receiver brings to the decodingprocess will affect the meaning of the message.

Misinterpretation can be prevented by keepingmessages simple and by building on redundancies.

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The Importance of

Perceptions

Perceptions are the collective result of

everything a stakeholder sees, hears, reads,or experiences about a company and itsbrand.

The source of a perception is the consumersmind, not the companys message.

Perceptions are reality for the person whoholds it.

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The Role of

Communication in Perception

Marketing communication can close thegap between intended messages andperceived messages because MCmessages can set brand expectations.

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Feedback and Interactivity

Companies are recognizing that two-waycommunication can allow them immediateaccess to customer and stakeholder feedback.

No responses or negative feedback should be

further investigated.

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The Five Rs of Purposeful

Dialogue

Purposeful dialogue must include the Five Rs

of interactivity:Recourse

Recognition

ResponsivenessRespect

Reinforcement

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ACommunication-based Marketing

Model for Managing Relationships