Is dividing your brand communication into a range of ideas – spread through different experiences – not only a fascinating thought, but also a very smart move in order to enforce the brand?
- Having one, monolithic brand communications idea is essentially unbalancing your communications portfolio. Much wiser to have a cluster of efforts, all working towards a common goal.
– Dion Hughes
I hadn’t heard this term used before, but found it, and the analogy it creates strikingly useful when tying Stephen King’s “totality” …
– It’s the totality of the impression that matter – not one channel, once.
… to what I am starting to reference as New Digital – communicating and sharing your brand through a range of experiences.
If I understand John and Dion correctly, they are contributing a great argument: That dividing your brand communication into a range of smaller ideas, [distributed and shared with your participants] isn’t just an interesting alternative – it’s instrumental in order to balance your communications portfolio – and move your brand forwards.