New results from the Brandmeyer study: Communication Patterns ensure Advertising Impact
"It's a great commercial, yes... but what brand was it for again?" - A nightmare for anybody who wants to achieve something with his advertising investments.
In order to systematically ensure correct brand attribution, Brandmeyer Markenberatung has developed the "Communication Pattern" concept. It uses the ability each and every one of us has to immediately recognise a pattern once it has been memorised.
Brandmeyer Markenberatung has also been investigating the communication pattern phenomenon empirically for years. The current study established to what extent consumers can attribute "neutralised" advertising motifs to the correct brand. They were shown specially prepared advertising motifs in which neither the logo, brand name nor product were visible. It emerged that the elements of the so-called "communication pattern" play a major role in ensuring a brand message reaches the consumer.
Andreas Pogoda presents the "KommunikationsMuster®" ("Communication Pattern") concept in detail in the book "Markenerfolg ist machbar" ("Brand success is practicable")
DOWNLOAD PDF (in German)
KommunikationsMuster®
- Brand motifs and results of the 2003 study
- Brand motifs and results of the 2005 study
- Brand motifs and results of the 2006 study
For reproducible copies or further questions, please contact the director of the study:
Andreas Pogoda
andreas.pogoda@brandmeyer-markenberatung.de
Branding ohne Brand
("Branding without the brand")
The new brochure (in German) about the communication pattern study is available from the Verband Deutscher Zeitschriftenverleger
The brochure on the "Branding ohne Brand" study explains the content and formal principles of communication patterns and provides practical examples and guidance on the definition and implementation of patterns in advertising. Price: printed brochure: EUR 39.00 (24 pages, including VAT and postage). The study can also be ordered as a PDF, price: EUR 49.00. For orders contact:
g.wiencek@vdz.de