Mar 2, 2011

Convergent branding: hitting the spot.

When I was studying for my math major at MIT, I learned over and over theorems about convergence: how a sequence of numbers gets arbitrarily ever closer to a target. The same concept holds in multi-dimensional space, like in the figure to the left: from all directions, follow the trend and get to the same point.

At The CementBloc, we also talk about convergent branding. From whatever channel a consumer, healthcare professional, or payer comes from, they experience the brand in the same consistent way. Ironically, this does not mean that all of your marketing is located at one point in space. Quite the contrary, the convergence is to the customer, wherever the customer goes, in whatever channel, that is where you place the consistent message.

This has implications for promotional planning. Say you have an audience of healthcare specialists, or consumer caregivers, with a high-volume central portal or community. Then make that favored location part of your convergent messaging plan. But in a subtle way. If you seem promotional, you steer the sequence off course; rather, continue the pattern, and let your true message flow within the direction of that active customer destination.

Heavy stuff? Want to find out more? Make a comment or send an email.