Planning
“Consumers don’t ‘learn’ brands in advertising any more; they observe them through all of the behaviour that a corporation engages in, whether that behaviour is intended to be commercial or not”, says GWP Brand Engineering chair and CEO Bruce Philip. “If that’s true, then the job of branding is to give purpose to a...
Read more
1 Comment
I brushed off an old, favorite book of mine – Building Strong Brands by David A. Aaker – the brand guru who told us years ago to focus less on product attributes and more on the emotional and self-expressive benefits of a product or service. The goal was first to manage the image of...
Read more
No Comments