Branding and integrated

communication

Afrodita Blasius

A promise

A trust sign

A sum of

associations,

perceptions,

emotions,

experiences

In consumers’ mind

Sales agent

internet

WOM

POSMs

packaging

sponsorship

public-relations

sales-promotion

advertising

direct-marketing

corporate corporate

behaviourbehaviour

The

same

brand

message

across

all

channels

• Sales without increasing spend?

• Activate desire and purchase?

• Storm ahead of the competition?

OutsideMedia

InsideStore

In /On Shelf

Product /Packaging

Shopper’s journey

?

Brand Icon

Branding

Or

Brand communication

5 min – 72 h

Media Shelf

Bring Fun Home!

Packaging

• Could be silent

• Could tell a name

• Could tell a story

• Should create value and harmony

Because it costs

(almost) nothing

"Imagination is more important than knowledge."

Albert Einstein