The 4 mutations in communication DNA

When we are faced with a reality where communication begins to lose its effectiveness, we urgently need to rethink the effectiveness of its processes and the efficiency of its constituent elements. This reflection brings us fundamental inputs to motivate the implementation of much more than changes, mutations in the communication gene of brands in their various points of contact and relationship. From linear to matrix The marketing communication actions that used to follow linearly the formula "sender - medium - message - receiver", are now dependent on other variables and, to resume their assertiveness, need to undergo radical mutations in their concepts. The premise is to convert the linear and Cartesian communication into a new matrix and interactive format. Considering that technology is no longer the most relevant element in the process of the new communication (for being only a tool), a deep analysis of each element of the chain that makes up the communication DNA is essential: 1 - The "new" sender Communication agent, the new emitter is no longer the protagonist, the artist, or the owner of the word. A brand today can no longer "em-si-mesmem" boasting of its incredible qualities and virtues - which, incidentally, are easily copied and converted into commodities by the competition. This discourse is boring and immediately ignored by the antibodies that now inhabit people's brains and fight against irrelevant information. The brand's posture should be one of empathy and openness to interaction. 2 - The "new" way Communication distribution channel, the new medium must create two-way streets. It can no longer be limited to the "1" to "n" relationship, where one speaks and the rest is silent and listens. The idea is to provoke the interaction "n" to "n", where there is space for matrix expression and co-creation. No matter the platform, nor the inherent technology, what defines the channel effectiveness is the concept of matrix interactivity. 3 - The "new" message Communication content, the new message must be palatable, relevant and utilitarian. Inviting, it must provide some counterpart to the interlocutor's attention. Interactive, it must offer some relational experience. Interesting, it must provoke some sensorial reaction and a practical action of the interlocutors in relation to the brand. The greatest care must be to keep the brand away from the beaten and trampled speeches, from the commonplace, from the noise of the competitive masses, from "more of the same". 4 - The "new" receiver "Reagent" of communication, the new receiver is now also transmitter. He is no longer just a passive agent who was receiving messages down the throat. He is no longer just a consumer of unilateral messages. He is the one who credits value to the sender's speech and seals the message by participating in it. He is co-creator of brand image reputation, catalyst of new interactions. It multiplies for "n" other interlocutors in a viral resonance. It is, therefore, one more means of propagating and co-authoring the messages, thus becoming the new protagonist. Ideas, actions and results Without these conceptual mutations communication becomes innocuous, almost a placebo. A new concept for a new communication genetics makes good ideas become relevant contents that, in turn, are dissipated by interactive actions that, by relevance, create interest and interaction that, by experience, stimulate relationships that, consequently, generate good results. Brand DNA mutation Everyone agrees that communication is often the villain of bad results in many instances. And it is even if poorly done or if left to chance the inertia generated by the lack of vision of many managers and the negligence in not investing in this area. Communication must be treated and understood as an essential part of the DNA of brands and organizations, responsible for the fluency of processes and, of course, for profit or loss. Now, if it is a question of genetics and survival, only a serious, deep, grounded and responsible movement can cause the necessary mutations of these genes, making them evolve in the step of the inexorable changes of the outside world, where some brands count their profits, while others count their days.