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Living Brands

Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.

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Living Brands
A NEW ERA
FOR
TARGET AUDIENCES
POSITIONING STATEMENTS
3 YEAR PLANS
BRAND PYRAMIDS
THE 4 P’S
REASONS TO BELIEVE
CONCEPT TESTS
SINGLE MINDED
PROPOSITIONS
360 DEGREE CONNECTIONS
FOR YEARS WE’VE
BUILT BRANDS
THROUGH
‘CALCULATED’
AND ‘FIXED’
GUIDELINES
CREATING AN ABUNDANCE OF PRACTICES
TO REFLECT DEPTH OF UNDERSTANDING
AND DUE DILIGENCE
IN SEARCH OF
DIFFERENTIATION
THE WHITE SPACE NO ONE IS OCCUPYING, THE
POSITION THAT NO ONE HAS TAKEN, THE
OWNABLE TERRITORY, AND THE BIG IDEA THAT
WILL BE THE FOUNDATION OF THE BRAND
MORE DATA, BETTER TECHNOLOGY, UNLIMITED
INFORMATION, COUNTLESS CHANNELS, TESTS, MORE
TESTS, AND NEW TESTS, ENDLESS OPPORTUNITIES
FOR CONNECTING AND TARGETING…
ARE NOT NECESSARILY MAKING US
BETTER AT WHAT WE DO

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