Sunday, 1 February 2009

Do NOT integrate your marketing communications

Integrating your communications so everything feels it has come from the same brand is probably point 2 in marketing for dummies. There are lots of ways of to do it - matching luggage e.g. banks - integrational devices e.g. direct line's little phone - proposition, headline & pay off e.g. John Lewis, Stella, VW. But no rules about what works best, for what type of brands, when.

I can't help but think we are missing the point.

If a brand has a clear set of brand values or more importantly a bit of soul and personality then everything it does will look like it has come from the same company. So think Honda, Virgin, Tesco, Waitrose. And these organisatons are consistent over time not just within the confines of a campaign. So if we are desperately try to make a campaign feel integrated chances are we have lost sight of the big picture. And ironically those brands who are consistent in their brand values can get away with doing something slightly different now and again because their values are so strong and understood. The real guiding principle should be consistency over time not short term campaign integration.

So next time i am asked about integration i am going to talk about brand values, long term consistency, personality and soul. I don't think i will get away with it.

Pass me the matching luggage


  1. Consistency is like the spirit of brand value.I'm fond of your point that brands themslves should have the powerful essence to bond the communications and campaigns together. Somehow, marketers still need integrated communicating techniques as supplementary tactics to reinforce brand awareness, image and loyalty.

  2. i think you are right, i just worry that they too often hide behind the tactics and forget the bigger thought. thanks for reading.


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Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.