From Message Sent to Message Received

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.

From Message Sent to Message Received

Introduction

Before a marketer asks "Where should I be investing my marketing budget?" they should be able to answer the question "How are people experiencing my brand?"

It's easy to draw a pie chart of investment but how many marketers could draw one showing the ways people experience their brand? What would be the percentage of usage or consumption occasions in relation to TV advertising experiences, to seeing the product in the store experiences or coming up in conversation? What would be the percentage of Paid, Owned, Earned and Environmental experiences?

Figure 1: How...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands