CORPORATE COMMUNICATION MODELS AND THE INTERNET

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1 CORPORATE COMMUNICATION MODELS AND THE INTERNET Design, Communication and Media Introduktion til IT som medie F2001 Daniel John Arnold Bratcher / danb@it-c.dk / / Morten Bach Jensen / mbj@it-c.dk /

som medie F2001 Daniel John Arnold Bratcher /

2 AGENDA 1) Questions up for discussion 2) Question 1 - The point of departure for communication models - Frequently the messages have meaning - Communication is not always linear - Communication is more than allocution - The Internet is not a new communication type (1) - The Internet is not a new communication type (2) - The Internet is not a new communication type (3) 3)Question 2 - A successful Brand -What is Branding - The Internet is a communication channel, not a marketplace - Involvement is about values and emotions - Four unique branding capabilities - The internet and branding

3 QUESTIONS UP FOR DISCUSSION Does the internet as a communication media render every academic communication model useless, or are any of the models still capable of describing the internet activity? In terms of corporate communication, is the Internet just an intensifier of already existing marketing strategies, or does it offer some new/or unique possibilities in the quest for branding?

4 THE POINT OF DEPARTURE FOR COMMUNICATION MODELS source Transmitter Signal Received Receiver Destination Signal Message Noise source Message The Bell System Technical Journal 1948, A Mathematical Theory of Communication, C. E. Shannon The fundamental problem of communication is that of reproducing at one point either exactly or approximately a message selected at another point.

Mathematical Theory of Communication, C. E.

5 FREQUENTLY THE MESSAGES HAVE MEANING Feedback source Message Transmitter Signal Received Receiver Destination Signal Noise source Message Destination interpretation of the message? Frequently the messages have meaning These semantic aspects of communication are irrelevant to the engineering problem.

Destination interpretation of the message?

6 COMMUNICATION IS NOT ALWAYS LINEAR source Transmitter Receiver Destination Signal Received Signal Message Noise source Message The Bell System Technical Journal 1948, A Mathematical Theory of Communication, C. E. Shannon Many of the media that Shannon had in mind when designing his model were unidirectional.

Journal 1948, A Mathematical Theory of Communication, C. E.

7 COMMUNICATION IS MORE THAN ALLOCUTION produceret af center produceret af bruger Distribution kontrolleret af center ALLOCUTION REGISTRATION Distribution kontrolleret af bruger CONSULTATION CONVERSATION Jens F. Jensen 1997, with Bordewijk & Kaams original terms Communication types can be divided up according to which party produces information and which controls its distribution

8 THE INTERNET IS NOT A NEW COMMUNICATION TYPE produceret af center produceret af bruger Asynkron transmission Asynkron registrering Distribution kontrolleret af center Synkron transmission Synkron registrering Asynkron konsultation Asynkron konversation Distribution kontrolleret af bruger Synkron konsultation Synkron konversation Jens F. Jensen 1997 While the internet offers new communication forms it does not offer a radically new type of communication. Such problems as exist with linear communication models were present before the advent of the internet.

kontrolleret af bruger Synkron konsultation Synkron konversation Jens F.

9 THE INTERNET IS NOT A NEW COMMUNICATION TYPE produceret af center produceret af bruger Distribution kontrolleret af center tv- & radiobroadcast videoovervågning, tele-alarm Bøger, magasiner, film tv-meter undersøgelser, opinionsundersøgelser near-videoon-demand brev, telegram, fax Distribution kontrolleret af bruger True-videoon-demand Telefon, videofon Jens F. Jensen 1997 While the internet offers new communication forms it does not offer a radically new type of communication. Such problems as exist with linear communication models were present before the advent of the internet.

Distribution kontrolleret af bruger True-videoon-demand Telefon, videofon Jens F.

10 THE INTERNET IS NOT A NEW COMMUNICATION TYPE produceret af center produceret af bruger Distribution kontrolleret af center realtime tv, radio & multi media, Mbone, push media shopping, ticketing, home banking, loging, cookies passiv brug af mailing lists (asynkrone) push media passiv brug af news & mailing lists newsgroupsafstemninger, registrering , news/usenet, mailing lists Distribution kontrolleret af bruger ftp, telnet, gopher, www, pull media IRC, MUDs, Iphone, Cu-SeeMe, 3-D verdener Jens F. Jensen 1997 While the internet offers new communication forms it does not offer a radically new type of communication. Such problems as exist with linear communication models were present before the advent of the internet.

news/usenet, mailing lists Distribution kontrolleret af bruger ftp, telnet, gopher, www, pull media IRC, MUDs, Iphone, Cu-SeeMe, 3-D verdener Jens F.

11 A SUCCESSFUL BRAND? "A name, term, symbol or design, or a combination of them, which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." - Philip Kotler: marketing guru. A brand in the new value economy A unique value that can be multiplied, and communicated globally. - Jesper Kunde, A Unique Moment Coca-Cola McDonald s Nike SAS Body Shop American Lifestyle Family Values Winning Business man s Airline Caring Cosmetics Cola Fast Food Sports wear Air transport Cosmetics

sellers and to differentiate them from those of competitors." - Philip Kotler: marketing guru.

12 WHAT IS BRANDING Most companies tend to equate branding with the company s marketing. They are wrong. The task is much bigger. It is about fulfilling our potential not about a new logo, no matter how clever. - Jesper Kunde, A Unique Moment A brand consists of two elements: Quantitative values (Awareness, Preferences, Market share) Qualitative values (Involvement) Does the internet make a difference?

13 THE INTERNET IS A COMMIUNICATION CHANNEL, NOT A MARKETPLACE Markets are conversations, and a brand is a voice - The Cluetrain Manifesto This does not, however, turn the internet into a marketplace, as the dot-com death in early 2000 shows; rather, the internet is best characterized as a unique global communications channel. The internet has intensified the transition to the new economy, but is not the new economy. The internet is best used to create involvement.

shows; rather, the internet is best characterized as a unique global communications channel.

14 INVOLVEMENT IS ABOUT VALUES AND EMOTIONS The surplus society has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality. - Kjell Nordstrom and Jonas Ridderstrale, Funky Business Companies have defined so much best practice that they are now more or less identical. - Jesper Kunde, A Unique Moment Society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions to how we work with others. - Rolf Jensen, Copenhagen Institute for Future Studies... And isn t the internet in it s nature as a unrestricted and interactive media a unique channel for the language of emotion

- Kjell Nordstrom and Jonas Ridderstrale, Funky Business Companies have defined so much best practice that they are now more or less identical.

15 FOUR UNIQUE BRANDING CAPABILITIES The intensifier/accelerator Traditional PUSH structure Globalisation Before the Internet After the Internet Man. Interactive PULL End user. Geografically limited comminication. B2B Global comminication to narrow target groups Ex. It took Lego 50 year to move from bricks to clothes.. It took amazon.com one year to spread there business from books to CDs, cameraes, software, electronics, kitchen eqip. and games Especially on the B2B market the internet is a unique possibilty to communicate global to narrow target groups. Real time dialogue Through values generator Internal culture/ behavior External position Dialogue is a perfect tool to generate involvement. The internet is making real time unique and personalized dialogue possiblie. The internet is erasing the borders between the internal culture and behavior and the external position, and is forcing the companies to communicate there through values..

com one year to spread there business from books to CDs, cameraes, software, electronics, kitchen eqip.

16 THE INTERNET AND BRANDING The internet as a unique tool Qualitative values (Involvement) Illustration from Kunde & Co. Quantitative values (Awareness, Preferences, Market share) The internet as an intensifyer/accelerator Product Brand. Product with a name, but no values attached Concept Brand. Emotional values attached that gives competitive advantages Ex. Benetton Brand Culture. The brand is percieved equel with it s fuintion. Ex. Kellogg s / Colgate Brand Religion. An extra strong brand culture a must Ex. Coca-Cola (bodyshop, Harley Davidson)

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