kleiner und bold

You normally only have two seconds to reach your spoilt consumers, to arouse their interest and to keep their attention. Due to enormous stimulus satiation, communication measures only have one chance: the message must be clear, simple, logical and consistent.

All measures should harmonise with each other, build on each other and refer. In this respect placing adverts in magazines could, for example, refer to the Internet page, which could in turn act as a distributor for brochures and other print material. Each medium has its own certain use - but all have a common goal. We call this »integrated communication« and that means nothing other than placing the whole corporate communication in the context of the brand. Credibility at all levels.


Abb. 1 Important for corporate communication is that everything speaks a clear language.

01 analysis
target groups
competition
company/product

02 strategy
brand vision and core values
brand positioning
brand architecture
naming
brand management
brand protection
brand strategy

03 identity
corporate design
corporate behaviour
corporate communication

04 communication
communication strategy
literature
campaign
Internet
packaging
direct marketing
trade marketing
customers' magazine

05 control
implementation
monitoring