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Reimagining the Box.


5 May 2023

Brand Communications Change Management.

Reimagining the box. Brand Communications Change Management.

Evolution or stagnation within societies and economies is highly dependant upon what happens within the business landscape. 

In the same manner, what occurs within business environments all depends on socio-economic factors. That is to say, there exists a strong relationship between both.

Variations on either sides brings a ripple effect, often leading to strong needs for adaptive communications capabilities by each side. 

In Marketing, Marketers are usually prepared on facing this situation with the usual pathway of doubling-down on consumer behavioural research, heightening vigilance on latest news and trends as well as strengthening communication with internal as well as external stakeholders alike. 

All these skills needed honing to keep continual track of an evolving market, ensuring relevancy in all branded communication forms. 

Yet, one question comes to mind How to create a communication campaign that adapts and/or represents the change? (whilst having fun along the way)!  Now, let’s make it Creative, Four Creative Approaches to implementing Marketing Content Frameworks have come to mind; each gendered by a set of questions that initiate adaptive communications change management pathways within organisations.  

A.    The Creative Approach 

Through adaptation: When a new perspective is sought after

“How can we find Amazing/Ingenious/Creative/Innovative ways of doing the things we already do?” 

The Creative Approach is one that demands a process of gathering new perspectives on the existing, the familiar. The goal within initiating this thought process is to re-see and re-think existing frameworks to bring forward new solutions, ideas for redesigning what already exists. The communication is then constructed upon the new perspectives that stem from it.


We have a box. What else could this box be?




B.    The Consultative Approach


Through adaptation: When a solution is sought after

“What can we implement to overcome a situation we are facing ?”


Another approach identified is one within Consultative nature where the aim of the process is to approaching a situation from all angles and sides, being able to define the elements that shed light on prospective communication frameworks. 


The communications campaign then expands on parts of the existing framework without totally reinventing the wheel. This thought-process requires deconstruction and identification capabilities.


 We have a box. What happens when we look at the box through this angle?




C.     Goal Achiever Approach


Through adaptation: When an ideal state is sought after

“How can we follow our communication goals set in the best possible manner?”


The Goal Achiever Approach occurs when a defined communications roadmap is in place. The aim within this thought process is to follow pathways to achieving an ideal state. 

Within logic, the goal achiever approach is set to find ways of strengthening existing frameworks by summing up what is there. In a communications campaign, that would demand transposing content within various mediums, additioning existing messages to form a wider integrated brand campaign.



 We have a box. What is needed to be multiplied, in what amounts and areas to attain the ideal box?



D.    Disruptive Approach


Through adaptation: When discovery and disruption is sought after

“How can we invite change within the premise of the organisation?” 


The Disruptive ways of doing welcomes change within the premises of a communications framework, redesigning it from within. This thought-process enables the external environment to transpire the existing communications structure to reinventing a completely new language of communications. The goal of disruptive communications campaigns is to disrupt, creating breakthroughs for the audience and company alike.


 We have a box. What would a disruptive box look like?

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