E. Schultz, who changed the 4P's concept into the 4C's model. The four parts include consumer, communication, convenience and cost, taking into consideration the needs and wants of consumers. Integrated marketing communications accomplished synergy when each element was executed in accordance with the overall vision of the organization's campaign, which allows the message to be executed efficiently. Finding out who the target market is to answer the 4C's: knowing what products they're willing to purchase, the amount of money they are willing to spend for it, how the product will fulfil their needs and wants, the accessibility of the product and how easily correct information is transmitted. Changing the emphasis on what consumers desire leads to a higher success being attained through IMC, as it is being influenced by not only internal stakeholders but also external ones. Communication-based relationship marketing Expanding from this, Tom Duncan and Sandra E. Moriarty formed the concept of communication-based relationship marketing. This model diverged from the concept of the general one way, business influencing consumers what to believe scenario. However, Duncan and Moriarty argued that communication between business and consumers was the key to developing a strong establishment for consumer oriented marketing endeavors. The process of IMC through communication-based marketing goes through a sequential three stage process. Organizations begin with choosing an effective mixture of communication methods; then, the marketing methods are selected; thereafter, the best of each element is fused and integrated together which thence is channeled from the organization to the audience. Subsequently, these findings shaped modern marketing, focusing on an interactive two-way approach that builds rapport with stakeholders. Developments from integrated marketing communications have evolved into three categories: inside-out approach, outside-in approach and cross-functional strategic approach. Branding Branding goes beyond having a logo; it is how businesses communicate on behalf of their company, verbally and visually. A brand is a conversation it is how people talk about your company when you are not in the room. Consumers are constantly interacting and meeting with brands. This can be through television or other media advertisements such as event sponsorships, personal selling and product packaging. Brand exposure such as this is known as a brand touch point or brand contact whereby the organization can try impressing its consumer. Without branding, consumers wouldn't be able to decipher between products and decide which one they like most. People may not be able to even tell the differences