We would be happy to talk with you about Marketing Communication Strategy, or you may want to read about it in the 3rd edition of Strategic Advertising Management.

• Brand management and marketing are driven by marketing communication. Without it, it is difficult if not impossible to build and sustain brand equity.
• Brand Equity is the result of a positive brand attitude and this requires an effective brand attitude communication strategy.
• A successful brand attitude strategy requires a correct understanding of the level of involvement in a purchase decision, and what motivates behavior in the category.
• Involvement may be either low, where you only need to be "curious" about the brand before buying, or high, where you must be convinced before buying.
• Motivation may be either negative where a problem must be solved or avoided, or positive where personal or social desires are to be met.
• These two dimensions drive marketing communication strategy, defining four strategic brand attitude quadrants.
• Identifying the correct quadrant for your brand is critical because the creative tactics necessary for effectively communicating with your target audience will differ significantly by quadrant.