The role communications can play depends on the brand’s life stage.
At launch, the priority is to make the brand name familiar, explain what the product is for and show what makes it special. Expansion requires spreading the word wore widely and making the brand famous for its difference. Once famous, communications can ensure the brand remains salient and strengthen the emotional connection with the audience. If a brand needs to be reinvented, communications can help make the brand’s difference be seen as relevant in a totally new way.
This short video explains the concept in more detail.