Branding a Movement: Integrated Marketing Communication and Public Opinion
Presentation
Overview
Overview
Description
In today’s contemporary context of integrated marketing communication Walter Lippmann’s theories (1922) on the public and the shaping of public opinion, combined with Edward Bernays’ (1923/2019) application of Lippmann’s theories, have had a profound and lasting impact on how companies, brands, and political figures create persuasive messages, manufacture consent, and capture the attention of consumers in the digital age. In this digital age, individuals and groups have more access than ever to technologies that amplify their voices for the causes they are representing. In addition, the noise created online can be overwhelming, leading to causes and movements being lost in the online crowd. The success of movements and counter movements relies on the same principles established in integrated marketing communication theory; the need for coordinating various strategic communication and promotional tools to create a cohesive and consistent brand image. This presentation explores integrated marketing communication strategies against the backdrop of our current political and social landscape, examining the branding of movements and counter movements to persuade and/or inform public opinion.
