Effective Communication Strategies for Brands

Communication Strategy Course Revision Sheet

1. 📌 Essentials

• Advertising evolution: from product supply focus to customer-centric approaches post-1975.
• SWOT analysis: internal (strengths/weaknesses) and external (opportunities/threats).
• Positioning defines target, needs, and differentiation; must be clear, credible and durable.
• Target segmentation: divides audience into main, core, secondary; based on socio-professional, demographic, or behavioral traits.
• Communication objectives hierarchy: Awareness → Appreciation → Action; follow SMART criteria.
• Message parts: Promise, Proof, Benefit, Tone—focused on clarity and benefits.
• Creative strategy: guides visual style, tone, and message focus, respecting limits (budget, legal).
• Disruption strategy: challenges conventions; involves identifying stereotypes, creating disruptive ideas, proposing future visions.
• Generations: X (1965-1980), Y/Millennials (1980-1995), Z (1995-2010), Alpha (2010-2025).
• PESTEL analysis: evaluates macro-environmental factors influencing external environment.

2. 🧩 Key Structures & Components