Integration Triangle

The integration triangle is used to show how various brand message sources influence the perceptions we have of a product. This is trying to be from the point of view of the customer.

Everything a marketer sends out is a message.

So to understand how your messages work on consumers, marketers use this model. With this knowledge, marketers can know where the messages are coming from, what effect they have, and the cost of influencing or controlling those messages.

In the triangle, there are PLANNED MESSAGES, PRODUCT/SERVICE MESSAGES, and CONFIRM MESSAGES.

* Planned messages are "say" messages -- in other words, this is the message that the company directly says about itself. These messages can be relayed in a number of "traditional" ways -- advertising, sales promotion, personal selling, merchandising, etc. In that respect, they may be the most accurate, according to the company. It is self-serving, and therefore is not the most impactful -- of course a company is going to communicate positive things about themselves...

* Produce/service messages are "do" messages -- they tell what the company/product actually does. This has more impact because it can CONTRADICT the planned message. It's how the product actually performs...it is powerful in that performance usually speaks for itself. Sometimes consumers may be willing to refute the other messages (if negative) if it has been PROVEN by actually trying the product that it is good.

* Unplanned messages are "confirm" messages -- these messages prove what the company SAYS and DOES. The company/marketer usually has no control over this message. Sources include gossip, word of mouth/testimony, things competitors say, etc.