Planning principles to keep in my mind

1. Notes to myself #1
Communication Objective

2. Don’t mix up marketing objective
with communication objective!

3. Marketing objective is broader than
communication objective and tends to
lead all possible marketing tools, such as
communication

4. «Differentiate the brand»
«Create awareness»
«Settle emotional bonds»
Yes, communication is one of the means to
achieve these objectives; but not the only one.
Packaging, pricing, instore positioning???

5. Narrow the marketing objective and find
something edgy. Try to think this way:
Differentiate:
« Make people associate our unique service with our brand name »
Awareness
« Create controversy about our brand through people »
Emotional Bonds
« Let people remember their nice stories with our brand »

6. Don’t forget;
A well thought communication objective saves
your time, you don’t need to sweat blood for a
proper communication proposition.