BARKING AT AN AUDIENCE – REGARDLESS OF HOW CREATIVELY – IS NOT COMMUNICATING Ain’t Google grand! There is not much you cannot search these days. That does not mean of course mean that the answer Google profits is correct, and in the case of a definition of the word ‘communication’ Google was wrong! Google defined […]

BARKING AT AN AUDIENCE – REGARDLESS OF HOW CREATIVELY – IS NOT COMMUNICATING Ain’t Google grand! There is not much you cannot search these days. That does not mean of course mean that the answer Google profits is correct, and in the case of a definition of the word ‘communication’ Google was wrong! Google defined communication as follows – ‘the act or process of using words, sounds, signs, or behaviours to express or exchange information or to express your ideas, thoughts, feelings, etc., to someone else. …’ The fact is – communication is better defined as – ‘the act or process of using words, sounds, signs, or behaviours to exchange information or to express ideas, thoughts, feelings, etc., to someone else. …’ . The difference is subtle but important and highly relevant here. Communication is a two way process. Expressing is only half of the equation and in the marketing context…