KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett
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Stand for something and do something: Breakthrough marketing of big brands. ...
Stand for something and do something: Breakthrough marketing of big brands.
Marketing today's modern brands absolutely requires that a brand stand for something that is relevant to consumers -- so that they will want to engage in a conversation with you. Then, the brand has to engage in the conversation consistently, over time and in a variety of channels.
As a case study we'll look at the work Leo Burnett has
done for P&G Secret. The 50-year purpose and heritage
of the Secret brand has been to help women be fearless
by giving them the confidence they need to face any
Nothing is more stressful than bullying. And, we know
that bullying has long-term effects on self-esteem; for girls to grow up to be fearless women, our imperative was to help them overcome bullying themselves and to
take a stand to help other girls.
Mean “stinks”, and Secret stands against everything that
stinks. But we do it in a powerful and empowering way -
- one that encourages girls to Gang Up for Good.
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