How Brand Communication Works

1
Chapter 4
How Brand Communication Works

• Key Points
• How do the elements of the basic communication
  model relate to marketing communication?
• What are the six components of communication,
  and how do they relate to marketing
  communication?
• What are the four types of brand-customer touch
  points?

2
Touchpoints

• Everything, every person, and every message
  that touches a customer communicates something
  positive or negative about the organization

3
How Does Communication Work?
4
Noise From Conflict and Clutter

• Noise can come from
• Competitive brands
• Off-strategy messages
• Inconsistencies and contradictions
• Poor timing and executional flaws
• Volume of messages

5
Everything Communicates

• Planned Messages
• advertising
• public relations
• promotions
• personal selling
• corporate communications

• Unplanned Messages
• employee behaviour
• media coverage news stories
• gossip, rumour
• product usage customer experiences
• word of mouth

6
How Does Communication Work?

• This machine charges more on a hot day.
• Does this change the way you think about Coke?

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Brand Touchpoints
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Chapter 5
Consumer Response

• Key Points
• Who are these people called consumers?
• How do consumers respond to marketing
  communication?
• How does the consumers brand decision making
  work?
• How do MC messages affect that decision-making
  process?

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Consumer behavior

• how people think about, buy, and use products as
  a response to MC messages
• consumers respond to communication messages -
  the focus is on how they respond

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• Because so much of our thought occurs in the
  unconscious, traditional research methods that
  mine the surface are likely to miss many of the
  factors that influence consumer behaviour.
• Michael Brammer, Chairman, Neurosense

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How do people decide to go to Starbucks vs. Tim
Hortons?

• As assigned in course outline
• Evaluate how consumers make the decision to buy
  Tim Hortons vs. Starbucks coffee.
• Bring copies of ads to support argument where
  possible

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Consumer Vs. Business Buyers
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Factors Affecting Consumer Buying Behaviour
Sociocultural Factors Culture Social
class Reference groups
AffectedBy
Personal Factors Needs and Wants Attitudes,
Opinions, Beliefs Motivations
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Relationship BetweenDecision-making
Involvement
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Three Approaches to Making a Brand Decision
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Think/Feel/Do Response Wheel
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Think Feel/Do Model
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How messages influence decisions
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Marketing is the art and science of persuasion.

• Effective marketing communication requires
• an understanding of the consumers mindset
• more than just informing consumers of product
  features
• need to make a personal connection
• reach the consumer on an emotional level

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• Find some common desire, some widespread
  unconscious fear or anxiety think of some way to
  relate this wish or fear to the product you have
  to sell then build a bridge of verbal or
  pictorial symbols over which your customer can
  pass from fact to compensatory dream, and from
  dream to the illusion that your product, when
  purchased will make the dream come true.
• 
  Aldous Huxley