Positioning Before Promotion
There is a recurring pattern in the way many brands approach communication.
They promote first.
They position later.
Campaigns are launched before clarity is established. Visuals are approved before messaging is aligned. Budgets are allocated before internal understanding is settled. And when results fluctuate, the assumption is that the campaign was weak — not that the foundation was unclear.
This is where communication quietly starts breaking down.
Cartifun was established on a different order of thinking. As an advertising communication strategies consultancy specialized in Integrated Marketing Communication (IMC), the focus is not on increasing visibility for the sake of movement. It is on structuring communication so that every visible action reinforces a defined position.
Under the leadership of Mohd Asif Ahmad, the central belief remains steady: promotion without positioning is unstable. And instability becomes visible over time.
The Problem No One Notices Immediately
Misalignment rarely shows up on day one.
A campaign may perform well. Engagement may increase. Leads may come in. Everything appears active. But gradually, patterns begin to surface:
- Messaging changes tone across platforms.
- Offers contradict brand perception.
- Departments describe the company differently.
- Visual identity shifts subtly from campaign to campaign.
None of this feels dramatic in isolation. But collectively, it erodes clarity.
Integrated Marketing Communication exists precisely to prevent this slow erosion. IMC is not about doing more communication. It is about ensuring that communication — across advertising, digital, public relations, internal messaging — works from one strategic core.
Cartifun’s role is not to create noise. It is to prevent drift.
When Teams Interpret the Brand Differently
One of the most overlooked realities inside growing organizations is interpretation.
Marketing sees the brand one way.
Sales frames it differently.
Operations communicates from practicality.
Leadership speaks from ambition.
Individually, each perspective makes sense. Collectively, they can create confusion.
IMC begins internally. Before outward campaigns are designed, there must be agreement on what the brand stands for — not emotionally, but structurally.
Cartifun’s consultancy process often begins with alignment conversations rather than creative production. Mohd Asif Ahmad has consistently emphasized that clarity inside the organization determines credibility outside it.
If internal language is fragmented, external messaging will reflect that fragmentation.
Visibility Without Direction
In today’s environment, increasing visibility is relatively easy. Paid media can scale reach. Content calendars can be expanded. Platforms offer multiple distribution options.
But reach without direction multiplies inconsistency.
If a brand has not clearly defined:
- Its positioning
- Its primary value proposition
- Its communication boundaries
- Its tonal discipline
Then scaling communication only accelerates confusion.
Cartifun approaches advertising communication strategy from the perspective of control. Before recommending amplification, the question is simple: what exactly are we amplifying?
This shift — from “how do we promote?” to “what are we reinforcing?” — changes the quality of communication entirely.
The Quiet Strength of Consistency
Consistency is often misunderstood as repetition. In reality, it is reinforcement.
A consistent brand does not say the same sentence repeatedly. It expresses the same core idea through different contexts. Campaigns may change themes, formats may evolve, but the underlying message architecture remains stable.
This is where Integrated Marketing Communication becomes powerful. It ensures that different channels — digital, advertising, corporate communication — do not compete with each other.
Instead, they build upon each other.
Cartifun’s specialization in IMC reflects a deliberate decision to work at this structural level. Rather than producing isolated communication outputs, the focus remains on designing alignment systems that support long-term clarity.
Under Mohd Asif Ahmad’s leadership, the objective is not short-term visibility spikes. It is durable positioning.
Why Repositioning Becomes Frequent
Many brands find themselves “refreshing” their positioning every few years. New taglines. New themes. New narratives.
Sometimes evolution is necessary. But often, frequent repositioning signals something deeper: the original positioning was never fully integrated.
When communication strategies are not embedded across departments and channels, they remain surface-level. And surface-level positioning struggles to sustain.
Integrated Marketing Communication reduces the need for repeated reinvention. When messaging is aligned structurally, it gains strength through repetition and application.
Cartifun works with this long-term lens. Stability is not rigidity; it is disciplined consistency.
Communication as a Strategic Responsibility
Communication is often treated as an execution function — something that follows business decisions. But in reality, communication shapes how those decisions are perceived.
A product launch without aligned messaging weakens impact.
An expansion announcement without narrative continuity creates ambiguity.
A promotional campaign without positioning context can distort perception.
IMC recognizes communication as strategic infrastructure. It connects business intent with public understanding.
Cartifun operates at this intersection — where strategy meets expression. As an advertising communication strategies consultancy, it exists to ensure that communication reflects intent accurately and consistently.
Mohd Asif Ahmad’s approach reinforces this perspective: communication must be intentional, not reactive.
The Discipline of Saying No
An integrated strategy does not mean participating in every opportunity.
Trends emerge daily. Platforms introduce new formats. Industry conversations shift rapidly. Without a structured communication philosophy, brands may feel compelled to respond constantly.
But disciplined communication sometimes means declining participation.
If a message does not reinforce defined positioning, it risks diluting identity. Not every opportunity strengthens a brand.
Cartifun encourages strategic selectivity. Integration requires focus. Focus requires boundaries.
Boundaries protect clarity.
Long-Term Equity Over Short-Term Excitement
Excitement is visible. Equity is cumulative.
Short-term campaigns may generate attention, but long-term equity is built through consistent reinforcement of positioning.
Integrated Marketing Communication ensures that campaigns contribute to equity rather than distract from it.
Cartifun’s commitment to IMC reflects a preference for sustainability over spectacle. The goal is not to be the loudest brand in the room. It is to be the clearest.
Under Mohd Asif Ahmad’s stewardship, that clarity is treated as a competitive advantage.
Conclusion: Build the Position. Then Promote It.
Communication becomes powerful when it is aligned.
Promotion becomes effective when it reinforces structure.
Positioning becomes durable when it is integrated.
Cartifun exists to work at this foundational level — structuring advertising communication strategies through the discipline of Integrated Marketing Communication.
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No DFHS Newspaper journalist was involved in the writing and production of this article.