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ON: Brand vs. Campaign

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 · 
November 25, 2008
 · 
1 min read

This is a great presentation on Modern Brand Building. By Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones.

ON: Brand vs. Campaign via @jpenabickley
Comments
agree. instead of approaching it as developing a new “campaign” for our client’s business, we should look at it as a chance to have a conversation, build a relationship w/our customers. stick with what your brand is about and share new, in-depth characteristics, attributes of your brand that people would find interesting and worth talking about.
thanks for the attribution clarification! I think brands think they have relationships – but what i think this presentation does incredibly well is demonstrate that the Big Idea should not change the brands meaning but add depth to it by revealing something new about the product or service.
really- what brand wants the attribute of a politician? (politician: lot of promise with little pay off)
agree. instead of approaching it as developing a new “campaign” for our client’s business, we should look at it as a chance to have a conversation, build a relationship w/our customers. stick with what your brand is about and share new, in-depth characteristics, attributes of your brand that people would find interesting and worth talking about.
agree. instead of approaching it as developing a new “campaign” for our client’s business, we should look at it as a chance to have a conversation, build a relationship w/our customers. stick with what your brand is about and share new, in-depth characteristics, attributes of your brand that people would find interesting and worth talking about.
correction, this prezo is from @paulisakson (http://paulisakson.typepad.com/planning/)
it’s a rock solid prezo. more brands need to start thinking this way, from transactions to relationships w/their customers.
thanks for the attribution clarification! I think brands think they have relationships – but what i think this presentation does incredibly well is demonstrate that the Big Idea should not change the brands meaning but add depth to it by revealing something new about the product or service.
really- what brand wants the attribute of a politician? (politician: lot of promise with little pay off)
correction, this prezo is from @paulisakson (http://paulisakson.typepad.com/planning/)
it’s a rock solid prezo. more brands need to start thinking this way, from transactions to relationships w/their customers.

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