Cosumer Pathway/Touch Points

After reading chapters 8-11 in Brand Media Strategy, Group 3 conducted an activity to help classmates understand the Consumer Pathway more when relating it to different media outlets.

When doing this exercise we were connecting Oreo's Consumer Pathway with different touch points that relate to their branding strategy. Most of the groups found that our answers were quite similar, I personally think after focusing on Oreo's business model and marketing tactics we all have a general understanding of what this company's brand image is.

We also learned about the CCP, Central Communication Platform, and how this allow marketers to anchor and integrate the Brand Media Strategy and the media activations. The CCP is developed by the consumer insight or truth that is relevant to the target audience. By creating a CCP this will help companies focus on their inner layer.