APRD 1000 Lecture Notes - Lecture 6: Dollar Shave Club, Brand Architecture, Apple Pie
1 Oct 2016
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Planned versus unplanned communication: types, purpose, say, do and confirm model, control versus impact. Consumer pathway- what is the path and how is it used. Everything is branding but different needs require different tools. Planned: coming from the brand: advertising, promotions, pr, events, cause marketing, social, product/service. Unplanned: things that don"t necessarily come from the brand but that impact the brand: word of mouth, media coverage, special interest, government research and findings, product/service. Unplanned has limited control- what you say about the brand is not controlled by the brand. Do- product, service: does the product perform as it should do i like the product . Confirm- unplanned messages: conversation about the product, word of mouth. Planned message: can get your flu shot at our locations. Do: when the cigarettes did not match the say message of health, they removed cigarettes from their locations.
