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How	
  do	
  Great	
  Brand	
  Campaigns	
  Happen?	
  
What	
  makes	
  a	
  certain	
  company	
  take	
  the	
  leap	
  
where	
  others	
  fail?	
  
Why	
  “Engineering-­‐Values”	
  &	
  “decoding	
  DNA”	
  of	
  a	
  brand	
  
is	
  the	
  invincible	
  elixir	
  to	
 ...
Great	
  Brands	
  seem	
  to	
  have	
  a	
  similar	
  construct,	
  across	
  different	
  category	
  &	
  
consumer	
 ...
Product	
  Benefit	
  
Emo=onal	
  Benefit	
  
Socio-­‐Cultural	
  Benefit	
  
Unique	
  Brand	
  Values	
  
How	
  did	
  Emirates	
  break	
  away	
  from	
  the	
  category	
  clichés	
  &	
  arrive	
  at	
  “Hello	
  
Tomorrow”...
Product	
  Benefit:	
  Air-­‐Travel	
  
bridges	
  today	
  &	
  tomorrow	
  and	
  
gets	
  you	
  to	
  your	
  des=na=on...
Insight:	
  When	
  people	
  travel	
  to	
  a	
  different	
  places,	
  away	
  from	
  their	
  usual	
  rou=nes	
  
wh...
Well	
  the	
  leap	
  seems	
  amazing,	
  but	
  why	
  Emirates…	
  
Any	
  airline	
  brand	
  could	
  have	
  claime...
The	
  largest	
  airline	
  in	
  the	
  Middle	
  East	
  in	
  terms	
  of	
  revenue,	
  fleet	
  size,	
  and	
  
pass...
Unique	
  Brand	
  Values	
   Stature,	
  largesse	
  and	
  Inclusiveness.	
  
Notable	
  Note:	
  Emirates	
  rose	
  beyond	
  product	
  USP’s	
  such	
  as	
  largest	
  middle	
  eastern	
  
airli...
“Real	
  Beauty”	
  
Beauty,	
  Glamour,	
  Celebri=es	
  
etc;	
  
Freshness,	
  Soness,	
  winter	
  
care,	
  summer	
 ...
How	
  did	
  DOVE	
  break	
  away	
  from	
  the	
  category	
  clichés	
  &	
  arrive	
  at	
  “Real	
  Beauty”…	
  
Product	
  Benefit:	
  Soap	
  so	
  so,	
  
filled	
  with	
  1/4th	
  moisturizing	
  
cream	
  that	
  it	
  cleans	
  wi...
Insight:	
  Different	
  geographies,	
  different	
  geo-­‐biological	
  condi=ons	
  lead	
  to	
  different	
  
body/skin/...
Well	
  the	
  leap	
  seems	
  amazing,	
  but	
  why	
  Dove…	
  
Any	
  so/caring	
  soap	
  brand	
  (especially	
  re...
Dove	
  infact	
  failed	
  miserably	
  when	
  it	
  started	
  its	
  adver=sing	
  around	
  creaminess	
  &	
  soness...
Unique	
  Brand	
  Values	
  
Care	
  beyond	
  the	
  skin,	
  care	
  beyond	
  
mere	
  cleansing	
  or	
  beauty	
  .	...
Notable	
  Note:	
  DOVE	
  rose	
  beyond	
  mere	
  product	
  USP’s	
  (having	
  once	
  failed	
  playing	
  that	
  ...
“Jaago	
  Re”	
  
Blends,	
  Mixes,	
  Origins	
  etc;	
  
Taste,	
  Colour,	
  Thickness/Body/
Viscosity	
  etc;	
  
Refr...
How	
  did	
  Tata	
  Tea	
  break	
  away	
  from	
  the	
  category	
  clichés	
  &	
  arrive	
  at	
  “Jaago	
  Re”…	
  
Product	
  Benefit:	
  Tea	
  revives,	
  
tea	
  rejuvenates,	
  Tea	
  refreshes,	
  
tea	
  energizes,	
  tea	
  awakens...
Insight:	
  India	
  had	
  emerged	
  from	
  the	
  scarcity	
  economy,	
  crossed	
  the	
  indulgence	
  
economy	
  ...
Well	
  the	
  leap	
  seems	
  amazing,	
  but	
  why	
  TATA	
  TEA…	
  
Any	
  tea	
  brand	
  could	
  have	
  actuall...
The	
  MOTHER	
  Brand’s	
  DNA	
  &	
  credibility:	
  	
  
	
  
Would	
  any	
  of	
  us	
  have	
  believed	
  in	
  th...
Unique	
  Brand	
  Values	
  
TATA	
  cares	
  for	
  India,	
  is	
  invested	
  in	
  its	
  
economic,	
  moral	
  and	...
Notable	
  Note:	
  TATA	
  TEA	
  rose	
  beyond	
  mere	
  product	
  USP’s	
  such	
  as	
  refresh,	
  revive,	
  re-­...
Hence	
  the	
  approach,	
  that	
  we	
  need	
  to	
  deploy	
  
for	
  our	
  brand:	
  
Start	
  with	
  the	
  produ...
A	
  poignant	
  notable	
  Note:	
  
How	
  do	
  some	
  of	
  these	
  brands	
  do	
  orchestra=on	
  over	
  Equity	
...
While	
  a	
  philosophy,	
  a	
  belief	
  system,	
  a	
  faith	
  is	
  important	
  for	
  larger	
  existen=al	
  
id...
Just	
  like	
  belief	
  &	
  life	
  for	
  people,	
  a	
  
brand	
  needs	
  to	
  have	
  a	
  larger	
  belief	
  &	...
A	
  soap	
  s=ll	
  has	
  to	
  cleanse	
  &	
  soen,	
  a	
  compu=ng	
  brand	
  s=ll	
  needs	
  to	
  talk	
  about	...
Hence	
  these	
  brands	
  which	
  have	
  etched	
  out	
  a	
  larger	
  purpose	
  for	
  themselves,	
  
objec=vely	...
hSps://www.youtube.com/watch?v=kwYr4LAIUjk	
  
	
  
How	
  does	
  Emirates	
  carry	
  its	
  brand	
  essence	
  to	
  its	
  product	
  communicaLon:	
  
1.  Brand	
  Purp...
How	
  does	
  DOVE	
  carry	
  its	
  brand	
  essence	
  to	
  its	
  product	
  communicaLon:	
  
1.  So	
  semio=cs	
 ...
hSps://www.youtube.com/watch?v=9038u9ngPOQ	
  
	
  
How	
  does	
  Apple	
  carry	
  its	
  brand	
  essence	
  to	
  its	
  product	
  communicaLon:	
  
1.  Intui=ve,	
  Sim...
…are	
  other	
  such	
  dual	
  behaviour	
  based	
  examples	
  of	
  brands,	
  which	
  are	
  orchestra=ng	
  
brand...
De-­‐code	
  &	
  r-­‐engineer	
  brand	
  Values,	
  don’t	
  ignore	
  values!!	
  
Once	
  I	
  was	
  asked,	
  whether	
  marketers	
  have	
  lost	
  the	
  paLence	
  to	
  build	
  brands,	
  I	
  
op...
Now	
  that	
  you	
  have	
  cra]ed	
  a	
  great	
  brand	
  purpose	
  –	
  what	
  next?	
  Well	
  empower	
  
the	
 ...
PaLence	
  is	
  the	
  name	
  of	
  the	
  game,	
  and	
  a	
  true	
  strategist	
  is	
  a	
  watch	
  maker…so	
  
h...
Howl	
  
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
Purpose vs profit the brand building journey
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Purpose vs profit the brand building journey

This deck will instigate you to think about...

(1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap!

(2) This deck answers the question - after having built a great brand campaign - why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability.

(3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign - but how do we get on to always on? How do we engage?

(4) How do we sustain profitability - how do we address brand's every day business needs?

Purpose vs profit the brand building journey

  1. 1. How  do  Great  Brand  Campaigns  Happen?  
  2. 2. What  makes  a  certain  company  take  the  leap   where  others  fail?  
  3. 3. Why  “Engineering-­‐Values”  &  “decoding  DNA”  of  a  brand   is  the  invincible  elixir  to  great  brand  campaigns…  
  4. 4. Great  Brands  seem  to  have  a  similar  construct,  across  different  category  &   consumer  contexts…  
  5. 5. Product  Benefit   Emo=onal  Benefit   Socio-­‐Cultural  Benefit   Unique  Brand  Values  
  6. 6. How  did  Emirates  break  away  from  the  category  clichés  &  arrive  at  “Hello   Tomorrow”…  
  7. 7. Product  Benefit:  Air-­‐Travel   bridges  today  &  tomorrow  and   gets  you  to  your  des=na=ons   faster  &  with  greater  comfort.   EmoLonal  Benefit:  Gets  you   to  your  des=na=on  in  comfort,   see  the  world,  home  to  the   world  etc;     Socio-­‐Cultural  Benefit:  In  a   world  plagued  by  superficial   percep=ons  of  other  cultures,   fly  to  understand  &  embrace   other  cultures  beSer  &  have  a   richer  perspec=ve  of  life.  
  8. 8. Insight:  When  people  travel  to  a  different  places,  away  from  their  usual  rou=nes   where  they  play  certain  roles  –  they  hold  their  self-­‐iden=ty  loosely…open  up  to   absorb  new  things  and  redefine  themselves  and  hence  redefine  and  grow   themselves.  Hence  they  make  their  perspec=ve  &  life  richer…they  understand  the   world  &  its  different  cultures  beSer.     Note:  While  “Hello  Tomorrow”  caters  brilliantly  to  wander  lust  of  every  avid   traveller,  it  also  beau=fully  tells  you  that  travel  to  embrace  new  cultures  opens  up   your  perspec=ve  and  changes  pre-­‐conceived  no=ons.  By  seeding  in  a  contemporary   UAE  it  also  hopes  to  appease  apprehensions  about  the  arab  world.       CreaLve  ConnotaLon:  Tomorrow  is  always  filled  with  new  hope,  tomorrow   represents  change  &  beau=fully  tomorrow  is  possible  today  only  via  a  air  travel.    
  9. 9. Well  the  leap  seems  amazing,  but  why  Emirates…   Any  airline  brand  could  have  claimed  it…  
  10. 10. The  largest  airline  in  the  Middle  East  in  terms  of  revenue,  fleet  size,  and   passengers  carried.     Leader  of  category  in  its  region  of  origin.     Though  wholly  owned  subsidiary  of  government  of  Dubai,  has  stayed  away   from  protec=onism  and  grown  via  open-­‐compe==on.     Dubai  itself  needs  to  be  inclusive  and  stand  for  amalgama=on  of  different   regions  and  cultures  for  it  to  exist  and  thrive.  It  needs  to  champion   inclusiveness  and  stand  as  a  representa=ve  of  harmony  in  diversi=es.  It   needs  to  advocate  inter-­‐cultural  understanding  and  strive  to  eliminate  bias   for  its  very  existence.       Largesse  &  a  democraLc  –  open  vision.  Inclusiveness.       Values:  Stature,  largesse  and  Inclusiveness.   Unique  Brand  Values  
  11. 11. Unique  Brand  Values   Stature,  largesse  and  Inclusiveness.  
  12. 12. Notable  Note:  Emirates  rose  beyond  product  USP’s  such  as  largest  middle  eastern   airline  etc;  From  its  brand  DNA,  behavioural  codes  and  product  truths  –  it  iden=fied   its  unique  brand  values  and  used  them  to  take  that  leap  to  a  differen=ated  brand   purpose  space  and  hence  claim  believable  stake  to  this  otherwise  generic  category   truth.  
  13. 13. “Real  Beauty”   Beauty,  Glamour,  Celebri=es   etc;   Freshness,  Soness,  winter   care,  summer  care,  youth  etc;   Shade  cards,  endorsements,   etc;  
  14. 14. How  did  DOVE  break  away  from  the  category  clichés  &  arrive  at  “Real  Beauty”…  
  15. 15. Product  Benefit:  Soap  so  so,   filled  with  1/4th  moisturizing   cream  that  it  cleans  without   damaging  skin.  It  “CARES”   unlike  any  other  soap.   EmoLonal  Benefit:  baby  so   skin,  touchable,  younger   looking  skin  etc;  -­‐  leading  to   desirability,  aSrac=veness,   confidence  etc;   Socio-­‐Cultural  Benefit:  In  a   world  where  beauty  is  a   source  of  anxiety,  we  stand   for  real  beauty  –  where   beauty  is  a  source  of   confidence.  We  stand  for  real   beauty,  where  you  only  need   to  look  beSer  your  way  and   the  way  you  are.  
  16. 16. Insight:  Different  geographies,  different  geo-­‐biological  condi=ons  lead  to  different   body/skin/hair  &  feature  types.  These  are  then  passed  on  from  genera=on  to   genera=on  via  genes.  However  the  fashion  &  cosme=c  Industry  was  idolizing  a   par=cular  body/skin/hair  feature  type  as  the  most  aspira=onal  and  with  the  power   of  system  corrected  adver=sing  making  any  woman  who  did  not  look  like  that  feel   anxious  and  lowered  their  self-­‐esteem.     CreaLve  ConnotaLon:  Dove  stood  for  “Real  Beauty”.  Where  real  beauty  is  in  the   inside  and  real  beauty  is  in  the  way  you  naturally  are.  Every  woman  has  the  right  to   look  more  beau=ful  and  feels  more  confident  when  she  has  groomed  herself,  but   Dove  sought  to  tell  them  to  enhance  how  they  look  and  not  aspire  to  look  like   someone  else.  
  17. 17. Well  the  leap  seems  amazing,  but  why  Dove…   Any  so/caring  soap  brand  (especially  replica=ng  the  product  formula/ construct)  could  have  claimed  it…  
  18. 18. Dove  infact  failed  miserably  when  it  started  its  adver=sing  around  creaminess  &  soness.   hSp://www.slideshare.net/laurafalo=co/dove-­‐brand-­‐evolu=on     Its  success  can  be  aSributed  only  aer  they  went  beyond  the  roduct  USP’s  and  searched  for  their   brand  value  (borne  out  of  the  Brand  DNA  &  its  marriage  with  the  product  USP).     The  origin  Story:       Dove  was  originally  invented  during  world  war  2.  The  need  came  from  washing  the  deep  scathes  and   sensi=ve  wounds  of  soldiers  with  great  gentle  care.  Normal  soaps  were  unable  to  do  the  same.   hUp://www.adbrands.net/us/dove_us.htm       Values:  Care  beyond  the  skin,  care  beyond  mere  cleansing  or  beauty     Unique  Brand  Values  
  19. 19. Unique  Brand  Values   Care  beyond  the  skin,  care  beyond   mere  cleansing  or  beauty  .  
  20. 20. Notable  Note:  DOVE  rose  beyond  mere  product  USP’s  (having  once  failed  playing  that   game)  such  as  soest  soap,  it  creams  while  it  washes  etc;  From  its  brand  DNA,   behavioural  codes  and  product  truths  –  it  iden=fied  its  unique  brand  values  and  used   them  to  take  that  leap  to  a  differen=ated  brand  purpose  space  and  hence  claim   believable  stake  to  this  otherwise  generic  category  truth.  
  21. 21. “Jaago  Re”   Blends,  Mixes,  Origins  etc;   Taste,  Colour,  Thickness/Body/ Viscosity  etc;   Refresh,  Rejuvenate,  Cleanse,   Energise  etc;  
  22. 22. How  did  Tata  Tea  break  away  from  the  category  clichés  &  arrive  at  “Jaago  Re”…  
  23. 23. Product  Benefit:  Tea  revives,   tea  rejuvenates,  Tea  refreshes,   tea  energizes,  tea  awakens   your  senses   EmoLonal  Benefit:  get  back  to   work,  feel  refreshed,  get   ac=ve  to  play  with  kids  or   romance,  get  together  etc;   Socio-­‐Cultural  Benefit:  In  a   world  where  systemic   corrup=on  is  ea=ng  away   morali=es  and  harming  the   growth  of  the  na=on…   AWAKEN…“WAKE_UP”  and   stand  for  the  right  thing,   demand  the  right  things…  
  24. 24. Insight:  India  had  emerged  from  the  scarcity  economy,  crossed  the  indulgence   economy  and  is  transi=oning  into  a  social-­‐economy.  Where  the  youth  are  seeking   to  be  ac=ve  and  par=cipate  in  social  good.  They  were  ready  to  wake  themselves   and  others  up  to  stand  up  for  the  right  things  and  ques=on  &  challenge  systemic   corrup=on.     CreaLve  ConnotaLon:  Tata  Tea  stood  for  “Jaago  Re”  (wake-­‐up  &  Stand  up).  The   character  of  tea  unlike  coffee  is  individualis=c,  sharp.  Tea  has  also  been  part  of   many  a  revolu=on,  a  movement  and  an  intense  debate.  While  Coffee  is   sophis=cated,  urbane,  Sauvé  and  is  about  affilia=on…tea  is  about  energized   ac=va=on.  Tata  Tea  took  this  insight,  married  it  with  the  revive/wake-­‐up  your  sense   to  a  socio-­‐cultural  level  to  own  Jaago  Re.  
  25. 25. Well  the  leap  seems  amazing,  but  why  TATA  TEA…   Any  tea  brand  could  have  actually  claimed  it…  
  26. 26. The  MOTHER  Brand’s  DNA  &  credibility:       Would  any  of  us  have  believed  in  this  campaign  and  brand  stance  if  Reliance  had  a  tea  brand  and   claimed  this  territory?.     Tata  has  been  caring  for  India  as  a  society,  beyond  its  profitability  since  before  India’s  independence.   We  all  have  heard  rumors  of  JRD  offering  Indira  Gandhi  to  do  up  the  railways  for  free.  We  all  know   that  Air  India  was  actually  a  TATA  company.     The  Nano  (democra=zing  a  car),  TATA  hospitals,  Tata  Ins=tute  Of  Social  Sciences,  their  philanthropy   and  their  disposi=on  towards  the  larger  society  is  within  their  very  brand  DNA,       Values:  TATA  cares  for  India,  is  invested  in  its  economic,  moral  and  socio-­‐cultural  growth.   Unique  Brand  Values  
  27. 27. Unique  Brand  Values   TATA  cares  for  India,  is  invested  in  its   economic,  moral  and  socio-­‐cultural   growth.  
  28. 28. Notable  Note:  TATA  TEA  rose  beyond  mere  product  USP’s  such  as  refresh,  revive,  re-­‐ energize  etc;  and  it  went  beyond  the  mere  emo=onal  benefits  of  feeling  refreshed   enough  to  play  cricket  or  dance  or  to  bond  with  family.  From  its  brand  DNA,   behavioural  codes  and  product  truths  –  it  iden=fied  its  unique  brand  values  and  used   them  to  take  that  leap  to  a  differen=ated  brand  purpose  space  and  hence  claim   believable  stake  to  this  otherwise  generic  category  truth.  
  29. 29. Hence  the  approach,  that  we  need  to  deploy   for  our  brand:   Start  with  the  product  truth,  marry  it  with  a   Brand  DNA  truth  and  behavioural  codes  and   iden=fy  a  value/set  of  values.     Then  find  a  relevant  socio-­‐cultural  level  truth  that   it  can  enable.     Note:  Don’t  stretch  this  truth  too  far  away  from   the  category’s  reality  though.  
  30. 30. A  poignant  notable  Note:   How  do  some  of  these  brands  do  orchestra=on  over  Equity  Vs  Business  Needs  of  the  brand…  
  31. 31. While  a  philosophy,  a  belief  system,  a  faith  is  important  for  larger  existen=al   iden=fica=on  and  love,  everyday  needs  cannot  be  fulfilled  by  philosophy.  You  can   pray  to  god,  but  you  do  have  to  =ll  the  soil  to  feed  your  family  and  fill  your  stomach.  
  32. 32. Just  like  belief  &  life  for  people,  a   brand  needs  to  have  a  larger  belief  &   a  purpose  for  consumers  to  iden=fy   with  it  as  people  and  display  brand   love  beyond  the  transac=onal   rela=onship  of  product  &  consumer.   However,  a  brand  has  business  needs   and  it  needs  to  deliver  on  immediate   everyday  category  benefits  for  the  the   consumer.  
  33. 33. A  soap  s=ll  has  to  cleanse  &  soen,  a  compu=ng  brand  s=ll  needs  to  talk  about  its   product  features  and  its  immediate  benefits  and  an  airline  has  to  talk  about   service,  indulgence  and  connec=vity…  
  34. 34. Hence  these  brands  which  have  etched  out  a  larger  purpose  for  themselves,   objec=vely  operate  with  a  duality  of  behaviour….marrying  Brand  belief  &  purpose   with  business  reali=es  &  product  USPs…  
  35. 35. hSps://www.youtube.com/watch?v=kwYr4LAIUjk    
  36. 36. How  does  Emirates  carry  its  brand  essence  to  its  product  communicaLon:   1.  Brand  Purpose  Based  Strap  Line   2.  Talking  the  language  of  “Tomorrow”  –  example:  “wake  up”  to  flying   as  it  should  be.   3.  Dream  Big  Business  class  –  visuals  of  “waking-­‐up”   “wake-­‐up”  has  been  taken  as  a  brand  purpose  con=nuity  device…as   you  do  wake-­‐up  to  tomorrow.       Tomorrow  arrives  only  when  you  wake-­‐up.   Note:  However  they  have  further  dug-­‐back  into  their  brand  purpose  and  seem  to  be  transi=oning   towards  “Keep  Discovering”  as  a  crea=ve  plaporm,  which  essen=ally  share  the  same  essence  of   “Hello  Tomorrow”  at  its  core.  
  37. 37. How  does  DOVE  carry  its  brand  essence  to  its  product  communicaLon:   1.  So  semio=cs  conno=ng  care  &  hence  the  milky  white  background   (conno=ng  womb/mother  signifiers),  choice  of  music  and  overall   tone  and  manner   2.  Cas=ng  of  talent.  Real  like  models  or  real  people  instead  of   standard  models.   3.  Subtle  and  more  believable  product  benefit  devices   4.  Tes=monial  nature  of  their  communica=on,  where  protagonists   seem  to  be  having  a  conversa=on  with  consumers  rather  than   ac=ng  for  them  or  preaching  to  them.     Real  Beauty  believes  in  delivering  Real  Results.  
  38. 38. hSps://www.youtube.com/watch?v=9038u9ngPOQ    
  39. 39. How  does  Apple  carry  its  brand  essence  to  its  product  communicaLon:   1.  Intui=ve,  Simple  &  Minimalis=c,  Innova=ve  and  above  all  pride  in   the  power  of  design  are  the  values  that  Apple  carries  to  its   communica=on.   2.  It  treats  itself  as  the  8th  wonder  of  the  world  and  simply  uses  the   above  opera=onal/behavioural  codes  extracted  from  its  DNA  in  its   product  communica=ons.  
  40. 40. …are  other  such  dual  behaviour  based  examples  of  brands,  which  are  orchestra=ng   brand  equity  via  thema=c  &  business  needs  via  product  USPs.  
  41. 41. De-­‐code  &  r-­‐engineer  brand  Values,  don’t  ignore  values!!  
  42. 42. Once  I  was  asked,  whether  marketers  have  lost  the  paLence  to  build  brands,  I   opine  that  its  actually  the  brand  partners  who  have  lost  the  paLence  to  engineer   great  brands…  
  43. 43. Now  that  you  have  cra]ed  a  great  brand  purpose  –  what  next?  Well  empower   the  brand  to  engage  in  the  socio-­‐digital  age.  Refer  to  Complete  Consumer   Engagement  Strategy  by  @wolfzowl.   hSp://www.slideshare.net/ChallapalliKalyanRam/complete-­‐ consumer-­‐engament-­‐strategy    
  44. 44. PaLence  is  the  name  of  the  game,  and  a  true  strategist  is  a  watch  maker…so   having  cra]ed  the  poignant  brand  purpose,  roll  up  your  sleeves  and  make  the   brand  cra]  work  harder  for  the  business  &  profitabiity  of  the  brand…     Refer  to:   hUp://www.slideshare.net/ChallapalliKalyanRam/temple-­‐strategy-­‐product-­‐ role-­‐in-­‐brand-­‐creaLon-­‐provocaLon  #wolfSIGHTS     Ensure  that  the  consumers  belief  in  you  as  a  brand  is  blessed  with  an  ability  L   deliver  every  day  results…for  the  end  of  a  brand  purpose  journey  is  just  the   beginning  of  the  profitability  &  immediacy  journey!!  
  45. 45. Howl  

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