Posted in Marketing and Strategy Terms, Total Reads: 8981
Definition: Communication Adaptation
Communication adaptation means changing the communication for a product due to change in strategy, line extension etc. For example, a detergent powder may communicate that the product gives the maximum whiteness.
However, when other competitive brands start delivering the same benefits, the brand may decide to change its strategy to communicate that the detergent not only maximizes whiteness but is also mild on the hands.