Creating a Bond with your Customers Through Communication

Abstract

Communication (which includes advertising, PR, events, customer relationships etc) goes well beyond the realms of selling and promotion. Today's consumer regards all communication with a cynical eye and this has forced communication to reinvent itself. Consumers today have distinct relationships with the brands they use and as such the role for communication today is to create a strong bond. This bond creates brand loyalty, which results in greater loyalty and better returns for a marketer. In order to create these bonds, communication needs to truly understand the motivations of its audience allowing it to create an ongoing relationship, which ultimately leads to usage of the brand. The presentation covers the theory behind creating brand bonds, how strategic planning can help increase effectiveness and efficiency of communication with various examples from Leo Burnett clients.