People prefer focused brands
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Alan Mitchell’s article “Whole New Vision of Marketing” (MW November 22) highlighted an issue that has been bugging me for some time, possibly as I have chosen to take a multidimensional rather than single-track career path, and therefore agree with the “entire system of activities” viewpoint.
Consumers, as complex creatures, do not break down their brand experiences into “boxes”, so why on earth should brand guardians? They buy into the composite emotional and functional aspects of a brand, which are communicated in different ways.
These can include a product, pack graphics, PR, advertising, a promotion, distribution outlet, direct marketing, or a sales person but they are all communication and together create the complete picture. The product is often forgotten about altogether, when in fact it is one of the most powerful and constant forms of communication available.
Isn’t it about time the brand communication industry started taking a “communication-centric” perspective? The benefit just might be some more innovative and holistically communicated brands.
Rachel Brushfield
Senior brand strategist
Grey Matter
London N1
