ABSTRACT
As was seen in the customer-brand relationship strategy development form introduced in the previous chapter, once the customer has been defined, the brand reality evaluated, the competition identified, and the key delivery systems selected, the remaining decision to be made is the content of the communication. Put simply, what information needs to be delivered (a message) or inducement offered (an incentive) to build and/or maintain the desired relationship between the customer and the brand? The messages and incentives must contribute to establishing and maintaining the value proposition, creating or bolstering the perceived value of the brand to the customer.
