ABSTRACT
Effective communication of a brand is more than just advertising. It is much more. In today’s society, we are subjected to constant advertising from every medium possible. Television, radio, Internet pop-ups, Internet games, billboards, busses, and apps are just some examples. How can a company send a complete message today in such an over-communicated society? How can a brand stand out in the crowd? How can a brand be remembered best? The discussion that follows should help any brand communicate its meaning and hopefully form a connection to the minds of consumers. In order to produce a consistent brand message, it is essential that all communications mutually reinforce each other and do not produce conflicting messages.
