BUILD YOUR PLAN AT
CONSIDER! EVALUATE! BUY! ADVOCATE!
McKinsey came up with this model a few years ago, which really sticks to the consumer
The consumer will ﬁrst consider (see an ad, talk to a friend...), then evaluate (search for
reviews), and maybe buy. After the purchase, he might engage with the brand through his
experience of the product.!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!