The Importance of Brand Harmony

Integration was the buzz word of marketing for much of the naughties, but most of the time brands get it wrong. Rather than brand communication being about the same message littered across different media, brands should think about how they create ‘harmony’ in their media mixes. Faris Yakob talks about transmedia narratives building across different touchpoints where consumers get involved to recombine the message. Harmony based comms is not too dissimilar. Just like an orchestra has many different components working together, all building to belt out one great tune that people take in. The same principal applies for modern day comms. It’s about creating harmony between all the touchpoints, so different messages in different media build to create one in tune message. Some times it needs a solo artist to drive the orchestra, same applies with marketing, sometimes you need a standout piece of content to kick the harmony off. In addition sometimes you need an ‘amplifier’ to really reach the your community, in brands’ case, this is about how you amplify your message and seed it out the the right communities who will share an amplify it. Anyway, just a different way of thinking about the tired old integration word…

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