Instantiation: reframing brand communication

This paper discusses how brands, and their values, become established in the mind of the consumer. The AIDA model of brand communication is now widely rejected within the marketing community.
  

Instantiation: reframing brand communication

Chris BarnhamChris Barnham Research and Strategy

INTRODUCTION: AIDA (ACT ONE)

How do brands communicate with consumers? This is a question that runs to the very heart of the marketing process and it...

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