Brand is emotional shorthand for a wealth of accumulated or assumed information about a product, a service or an idea. It is present when the value of what that product, service or idea means to its audience is greater than the value of what it does for that audience.
Brand positioning describes how a brand is to be perceived by a consumer and categorized among the brand's competitors and marketplace.
Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Customer experience is the sum of all the experiences a customer has with a brand or a supplier over the duration of the relationship with that brand.
Integrated Marketing Communications (IMC) ensures that all communications and messages, across media, are precise, consistent and linked in order to establish one voice, enhance impact, deepen consumer relationships, affirm brand positioning, provide competitive advantage, while enhancing sales and profits.
An Integrated Marketing Communications Plan consists of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, social media, branded content, PR, sales promotion, in-store merchandising, events, etc.) into a cohesive plan. It aims to capture the attention of the target audience, engaging its members at the critical touch-points that most influence their purchase decisions, in ways that suit the particular goals of the brand.