DJ Sprague

If you want to build a more powerful and profitable brand in today’s highly competitive and informed market, you need to integrate.

Integrated marketing is simply defined as ?¢‚Ǩ?ìThe strategic integration of the brand message, experience and personality into every planned and unplanned communication and customer contact point.?¢‚Ǩ¬ù
Or the delivery of a consistent brand look, feel and personality across all channels and mediums.

And the opposite (more common) approach would effectively create a schizophrenic brand or no brand at all. The unfortunate fate of most ill-equipped brands that head to open water lacking skill or preparation.

A power brand is so well integrated, consistent and developed in its brand persona it becomes almost tangible. Harley-Davidson and Apple for example. Two brands that have created a cult-like following because the brand persona reflects and defines the users desired image and/or meets so exactly the clearly defined benefits the user seeks.

So why do so many advertisers ignore the opportunity to build a power brand? It could be the product or service itself is middle of the road and undefined in its core audience, unique attributes, qualities and characteristics. Or it could be for lack of marketing and branding prowess to define, create and deliver the brand persona by understanding the intended users actual needs, or desires for emotional definition.

I think it?¢‚Ǩ‚Ñ¢s all part of the same collateral damage caused by ?¢‚Ǩ?ìdrive-through marketing?¢‚Ǩ¬ù so perfectly executed today. The ?¢‚Ǩ?ì?¢‚Ǩ‚Ñ¢drive through marketing?¢‚Ǩ¬ù mentality expects instant and rewarding results from poorly targeted, crafted or delivered campaigns for an equally poorly defined brand.

In today?¢‚Ǩ‚Ñ¢s market, the consumer is more connected, resourceful, informed and demanding, and expects more value, benefits and image definition from their chosen brands.

It?¢‚Ǩ‚Ñ¢s time that brands take a look at a top-down integration strategy in order to survive and thrive. The market is simply too unforgiving to tolerate schizophrenic brands.