The opportunities for business marketers and communicators to take advantage of these changes are as overwhelming as George Kennedy without his Breath Assured.

In this new environment, integrated business branding and communications can go beyond conventional brand awareness, familiarity and mere communications consistency.

They can create brand experience at each stage of your customers’ purchase process, not just brand exposure. And as such, they now have the power to turn people who have never heard of your company or brand into prospects then into buyers into customers into long-term brand advocates.

These migratory abilities result in real, measurable business outcomes, including increased revenue streams, brand equity and brand assets.

Truly integrated programs move prospects and customers through each step of the purchase process. From unawareness to awareness to knowledge to preference to conviction to evaluation to trial to purchase and then to repurchase and advocacy.

That is their real purpose in this paradigm-shifty world we live in.

The fine art of goosing
They do it by goosing prospects along the way with the right amount of the right information (not all the information), the right benefits, the right offers, the right reminders, the right incentives and the right appeals to push them to the next stage.

Kind of like little mental wedgies that push people along quickly.

Each of these goosing components is targeted, of course, to reach the right influencers at the right time through the right media. (If you'd like to explore this idea further, check out “Architect your information.” in the Five ways section.)

So here are a seven sample gooses (or geese) that you might want to keep in mind.