Creating Holistic Communications Strategy – Mplanet 2009
I was disappointed by the discussion on holistic communications, as the dialogue and ideas discussed on the topic seemed all too familiar (read re-run). The topic remains mired in tactical examples and talk points ranging from employee programs, sponsorship, experiential marketing and blogs. And unfortunately there was little discussion on STRATEGY – a discussion of brand ambition, brand idea (essence), and brand pov as fundamental starting points to the creation of effective and powerful holistic marketing communications. Without an integral conversation about strategy, it makes one wonder how brands can possibly select meaningful content, context and conversation in pursuit of growth. This very omission is perhaps the real driver behind the many conversations I heard about fatigue, confusion and trepidation around engaging in the overwhelming multiplicity of new and old touchpoints. Just because the touchpoint exists doesn’t mean you should use it, and the feelings expressed won't go away until strategy provides the filter for informed choice.