1. Brand messaging needs to shift from being brand-centric to being consumer-centric and focus on facilitating brand conversations. 2. Marketing communication must keep pace with or lead changing social, cultural, and consumer trends. 3. Marketers should spend 5% of their media budget on creative and contagious ideas that stand out from competitors.

1. Stephanie Joanne Angelina Germanotta to Lady Gaga 10 Points to Ponder on Integrated Marketing Communication

2. 1.Brand Centric to Consumer Centric From Brand Messages to Brand Conversations

3. 2.Changing Social Cultural and Consumer ecosystem Communication has to keep pace, if not lead these changes

4. 3.The Five Percent Club 5% media spends in something creative and contagious* *Publicis Cannes 2011

5. 4.Just do it Why do it Just did it Understanding the key drivers and change :the Boomers, Gen X, Today’s Youth *Thorns to Competition

6. 5.Consumers are the new #Marketers Brand Evangelists, PR Agents, Communication Creators

7. 6.Kitto-Katsu in Japanese means Win Without Fail Be global, FEEL local

8. 7.A Sense of Wonder IMC is not just channels. It is about appealing to all senses. Buy-ology- Martin Lindstorm

9. 8.Say a little prayer Rituals and superstitions are not passe. They create that vital brand bonding. Buy.ology- Martin Lindstorm

10. 9.Rules are what the artist breaks Logic and overanalysis can immobilize and sterilize. Feel the consumer pulse and know where to be.

11. 10.Same. But Different Integrated Marketing is about understanding how to be different across touch points, channels, passion points. In order to retain the SAMENESS of the brand proposition.