Do you ensure clear marketing communication?
Diffused marketing reduces its value enormously. You are better off concentrating the resources in one place and ensure focused communication.
Our communication is becoming more diverse
We all know that the digital age has changed the way in which we communicate. TV used to be the strongest way of putting out messages, but now everything is mobile and interactive – we’re on 24/7. In the physical world, we’ve seen retailers at what they call flagship stores and pop-up shops constantly seeking new venues where they can meet customers. New media have become old, and old media have become new.
The point is that having different ways of communicating makes it particularly important to be clear about which channel is important to your brand; and not least, whether you’re using that channel correctly and utilizing its full potential.
The challenge for many leaders in brand building is that they are generally understaffed, lack employees with the right qualifications and thus run after the media and the press as perpetual firefighters. In such situations, it is important to concentrate on accomplishing a few things 100% rather than trying to be present a little bit everywhere.
Checklist
Are you using the best channels for your brand?
Is your brand consistent across media channels?
Is your brand all over the place?
