Juno have recognised that many companies are often more focused on action and tactics rather than strategy. This is where Integrated Brand Communications (IBC) enters, with the pressure to show marketing ‘activity’ assuming a more important and necessary role than ‘big picture’ planning.
IBC is a holistic communications strategy that integrates all communications activities, to manage the company’s most precious asset, its brand. Examples of IBC vehicles are:
IBC begins with understanding the role of brand within the business model and determining how brand can help grow and sustain the business.
Juno believes that business communications today are about listening and responding: engaging the consumer rather than interrupting.
Great big ideas satisfy four fundamental criteria. They are:
Relevant in connecting with audience needs;
Differentiated and stand apart from competitive propositions;
Credible in their believability;
and have the Stretch to grow with your business as it evolves.
To make them take notice, you must deliver precisely targeted messages that rise above the clutter and compel them to alter their assumptions.
The challenge is to leverage the relative power of each medium to build an integrated solution that will work the best for your unique audience communication requirements.
IBC is an organic process, one that can be fed, nurtured and made stronger through active involvement. Once you have measured your initial results you can return to the program’s foundations and examine opportunities for enhancement.
Return to your messages and explore opportunities to make them more compelling.
