Communications Planning

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III. Consumer Touchpoints

Rituals & Media Interactions

The previous chart illustrates the lifestyle experiences encircling the brand, but here we show the brand replaced by consumers as the core element.

Concept Design believes that the brand not only provides a product and service, but that consumers who interact with a brand become part of it as well.

The outermost Lifestyle Experience elements translate to Consumer Touchpoints in this viewpoint. These touchpoints can be divided into the following areas: social interactions, mass media interaction, online media interactions, and lifestyle rituals.

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Media Channels I Lifestyle Experiences I Consumer Touchpoints
The Brand Essence I The Complete Message System


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