118) From Campaigns to Culture: Living the IMC
In this episode, hosts Sharan and Sudeep tackle a cornerstone of modern marketing: Integrated Marketing Campaigns (IMCs). They explore the distinction between "doing" and "living" an IMC, highlighting how brands can transition from executing isolated campaigns to embedding their core propositions into every consumer touchpoint.
Through captivating anecdotes and real-world examples, they reveal why simply “doing” an IMC is not enough. The duo deep dives into the nuances of creative multipliers versus proposition multipliers, showcasing how these approaches shape brand equity and consumer experiences.
KEY TAKEAWAYS
Creative Multiplier vs. Proposition Multiplier:
Discover the strategic difference between amplifying creative ideas and embedding propositions in diverse contexts, with examples like Vodafone’s Zuzus and Cadbury Dairy Milk.
The Shift to Living IMC:
Why focusing on sustained consumer experience, like Domino’s evolution from faster delivery promises to pinpoint GPS delivery, is the future of brand engagement.
Memorable Consumer Propositions:
How brands like Five Star and Cadbury Celebrations use their IMCs to build lasting consumer impressions that resonate beyond campaigns.
Decoding Brand Decay:
Insights on how embedding IMCs into product propositions can prevent brand message erosion and create ongoing value.
QUOTES
"Don’t just do an IMC. Live it. Deliver your proposition through experiences that resonate with consumers, day in and day out."
"Campaigns fade, but a lived IMC creates equity that endures."
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
