Marketing Communications needs integrated strategy

According to the European Journal of Marketing, Revitalising brands through communication messages: the role of brand familiarity research shows that the effectiveness of consistency among messages depends on brand familiarity. For familiar brands moderately consistent messages improve their awareness (recall), enrich their network of associations, and generate more favourable responses and brand attitudes. However, for unfamiliar brands, no significant differences are found between high and moderate levels of consistency, except for brand recall, being higher when highly consistent messages are used.


For unfamiliar brands, brand managers should focus on consistent brand messages to build awareness for these unknown brands. By contrast, for familiar brands the goal of the communication strategy must be to revive the interest in them through moderate consistent messages that can excite consumers and make them think again about these brands.

At BPR we develop bespoke programmes designed to drive global awareness, clear understanding, differentiation and affinity for your brands among the most influential media, thoughtleaders, and decision-makers.

This is vital if you are looking to improve alignment within your key geographical regions and local agencies so that they speak with one locally relevant voice and implement a driven PR strategy. Our approach uses your stories, thought leaders and initiatives to more fully elevate your brand.