Communication                        as a builder of                    strategic brand assetsMonday 25 June 12
Communication = connectionMonday 25 June 12
➡ A product is something that is                     made in a factory;                     a brand is something that is  ...
Mindspace real estateMonday 25 June 12
Communication colonises              Attract   Differentiate   Engage   AffiliateMonday 25 June 12
Communication as constructorMonday 25 June 12
Broker                    KurkureMonday 25 June 12
Magic button                        JoshMonday 25 June 12
Engagement                       1-2,1-2Monday 25 June 12
Tribal loyalty                     Mac versus PCMonday 25 June 12
EQ                    Zoo-zoosMonday 25 June 12
Savvy                    IndigoMonday 25 June 12
Fortressing                      Thums UpMonday 25 June 12
JATO                    LaysMonday 25 June 12
Mythic functionality                     Fill it, shut it, forget itMonday 25 June 12
Rejuvenation                         Burberry                    From hooligans to high fashionMonday 25 June 12
Immortality                    Wills Navy CutMonday 25 June 12
Takes a lot to build billion $ brands                          Communication helpsMonday 25 June 12
Many routes - how many more will you discover?            ➡ Broker            ➡ Magic button            ➡ Engagement      ...
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Ib&cc rupin jayal

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Ib&cc rupin jayal

  1. 1. Communication as a builder of strategic brand assetsMonday 25 June 12
  2. 2. Communication = connectionMonday 25 June 12
  3. 3. ➡ A product is something that is made in a factory; a brand is something that is bought by a consumer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless - Stephen KingMonday 25 June 12
  4. 4. Mindspace real estateMonday 25 June 12
  5. 5. Communication colonises Attract Differentiate Engage AffiliateMonday 25 June 12
  6. 6. Communication as constructorMonday 25 June 12
  7. 7. Broker KurkureMonday 25 June 12
  8. 8. Magic button JoshMonday 25 June 12
  9. 9. Engagement 1-2,1-2Monday 25 June 12
  10. 10. Tribal loyalty Mac versus PCMonday 25 June 12
  11. 11. EQ Zoo-zoosMonday 25 June 12
  12. 12. Savvy IndigoMonday 25 June 12
  13. 13. Fortressing Thums UpMonday 25 June 12
  14. 14. JATO LaysMonday 25 June 12
  15. 15. Mythic functionality Fill it, shut it, forget itMonday 25 June 12
  16. 16. Rejuvenation Burberry From hooligans to high fashionMonday 25 June 12
  17. 17. Immortality Wills Navy CutMonday 25 June 12
  18. 18. Takes a lot to build billion $ brands Communication helpsMonday 25 June 12
  19. 19. Many routes - how many more will you discover? ➡ Broker ➡ Magic button ➡ Engagement ➡ Tribal loyalty ➡ EQ ➡ Savvy ➡ Fortressing ➡ Mythic functionality ➡ Rejuvenation ➡ ImmortalityMonday 25 June 12

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