Sometimes we need to revert to basics and explain to other members of our staff or client base what a real communications pyramid is all about. This is also a good checkpoint and structure for execs to use, especially those that are new to marketing, branding and positioning.
Never mind all the twittering about social media or whatever the next fad turns out to be. This pyramid model has endured for years. See if your marketing materials and website are organized in this fashion too.
This pyramid almost approximates the number of times you use each layer as well. And the biggest mistake people make at many companies is jumping too early to product details.