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Communications Clutter
In their book, Brand Spirit, Hamish Pringle & Marjorie Thomspson talk about the 'communications clutter' created by brands and companies eager to communicate their message. The result is that we have all evolved into media-savvy filters. This can be noted in the marketing strategies which are becoming increasingly complex, covert and sometimes shocking.
The focus of these strategies are more on offering rewards for the viewer—be it through information, music, entertainment, discounts etc. with new modes of marketing e.g. guerrilla, stealth, word-of-mouth etc. evolving to convey this message.
Generation Y are the first 'experts' in this filtering and brands/companies need to create alternative ways in which to connect with their customers/consumers.
Phatgnat is a communications agency that creates opportunities for brands and companies to engage and communicate with young people through high-profile projects, whilst satisfying local and national aims and objectives.
Check out Phatgnat's website here.
Filed by DK on March 31 2005
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