Communications Planning

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IV. The Brand Essence

The focus of previous charts explains the connection between the brand and the consumer through various channels and touchpoints.

In this chart, the emphasis is on the brand essence and best ways to enable its communications.

The brand experience through media interactions include the appeal, taste, personality, and the consumer experience of the brand. The brand experience through lifestyle experience includes the images, conversations, enjoyment, and social experiences with the brand. The integration of these elements is shown here.

In this way, the brand is composed of various elements, and can be structured to deliver a persuasive message to consumers.

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


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