All Businesses Are Also Communications Companies |
You are a manufacturing business. Or you are a marketing business. Or you are a service business. But your business is already also a communications company. in order to ensure that your products are preferred over those of their competitors, you must regard all the experiences that your target market will have, that they might attribute to your product, as communications; as communications that will contribute toward the development or consolidation of the right perception in their minds. As these experiences are really communications, they must be designed and managed specifically to generate the perceptual residues that will form or affirm the right perception for your product. To put it more obviously, you must regard every kind of experience that your target market might have, which can contribute to their perception of your product, as a different communications medium that you must manage and design for maximum impact toward the delivery and formation of the right product perception. Whether you know it or not, your business is already also a communications company.
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