Communications Planning

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V. The Complete Message System

With the brand as the central axis, the core brand message is communicated through the media channels, and then continues through lifestyle experiences that are applied to numerous consumer touch points.

This comprehensive process forms the basis for the complete message system.

It is extremely important to keep the entire message system in mind when developing a creative message that will sufficiently express the brand at any given level.

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

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