The evolving brand model: Wither the marketing communication team?

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This is a excerpt of visuals from a lecture I gave to final year design communication undergraduates at Kingston University's Faculty of Art, Design and Architecture on 1 February 2011. It suggests that the evolution of approaches to brand communication may negate the need for dedicated marketing communications teams within organisations in the future.

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  • The evolving brand model: Wither the marketing communication team?

    1. 1. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson. Products Behaviour Core idea Environment Communication
    2. 2. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Shift towards product and service as an intertwined interaction design discipline Interaction design Behaviour Core idea Environment Communication
    3. 3. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Shift towards product and service as an intertwined interaction design discipline Interaction design Behaviour Core idea Environment Which begs the Communication question: ‘What is the requirement for this as a disclipline or department within an organisation?’
    4. 4. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Interaction design Core idea Behaviour Environment Especially when successful communication is a consequence of the remaining three and a key component of interaction design

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