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Branding and integrated
communication
Afrodita Blasius
A promise
A trust sign
A sum of
associations,
perceptions,
emotions,
experiences
In consumers’ mind
Sales agent
internet
WOM
POSMs
packaging
sponsorship
public-relations
sales-promotion
advertising
direct-marketing
corporate corporate
behaviourbehaviour
The
same
brand
message
across
all
channels
• Sales without increasing spend?
• Activate desire and purchase?
• Storm ahead of the competition?
OutsideMedia
InsideStore
In /On Shelf
Product /Packaging
Shopper’s journey
?
Brand Icon
Branding
Or
Brand communication
5 min – 72 h
Media Shelf
Bring Fun Home!
Packaging
• Could be silent
• Could tell a name
• Could tell a story
• Should create value and harmony
Because it costs
(almost) nothing
"Imagination is more important than knowledge."
Albert Einstein
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