The Periodic Table of Communications is a categorization or canonical form of channels, subchannels and elements for understanding and evaluation of integrated marketing communications.
The purpose of the Periodic Table of Communications is to build a common understanding of communications for the purpose of improving performance.
By accounting for all of the manners (e.g., channels and subchannels) by which to communicate we can identify commonalities, and use this learning to structure them in a meaningful way. By matching the meaning of color, as specified by color research, with the generally accepted purpose of each channel, we can comprehensively present the spectrum of communications.
All channels are identified with a unique number, symbol and title, and include a C(hannel) Score representing their value in communications, based on objectives. The table also includes the core elements of Communications. These foundational building blocks, identified similarly, without color, are used to generate all forms of communications.
References
https://www.merriam-webster.com/dictionary/branding