UNCONVENTIONALCOMMUNICATION     Karim Mélaouah    Head of Planning - In Adv                1
CONVENTIONALAdjective1. conforming or adhering to accepted standards, as of   conduct or taste: conventional behavior.2. p...
WHAT’S CONVENTIONALBRAND COMMUNICATION?         3
1. MEDIA2. LANGUAGE           4
CONVENTIONAL   MEDIA     5
PRESS        6
POSTERS          7
RADIO        8
TV9
PACKAGING    10
POINT OF SALE     11
WEB BANNERS     12
CONVENTIONAL  LANGUAGE     15
THE “2/3 - 1/3” RULE         16
THE “BRAND-5-TIME” RULE          17
THE “PACK AT THE END” RULE            18
THE“READ WHILE DRIVING”        RULE         19
THE “APPETISING SHOT” RULE            21
THE “IMAGE VS WORDS” RULE           22
THE“SHOCK” RULE          23
NOW…WHAT’S UNCONVENTIONALBRAND COMMUNICATION?          24
UNCONVENTIONAL    MEDIA      25
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UNCONVENTIONAL   LANGUAGE      43
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thank you  by karim melaouahtwitter @youmeanboris         61
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unconventional com

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a lecture @ bocconi university in milano from a few years ago (sorry for the bad image quality)

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unconventional com

  1. 1. UNCONVENTIONALCOMMUNICATION Karim Mélaouah Head of Planning - In Adv 1
  2. 2. CONVENTIONALAdjective1. conforming or adhering to accepted standards, as of conduct or taste: conventional behavior.2. pertaining to convention or general agreement; established by general consent or accepted usage; arbitrarily determined: conventional symbols.3. ordinary rather than different or original: conventional phraseology.4. Art. a. in accordance with an accepted manner, model, or tradition. b. represented in a generalized or simplified manner. www.thesaurus.com 2
  3. 3. WHAT’S CONVENTIONALBRAND COMMUNICATION? 3
  4. 4. 1. MEDIA2. LANGUAGE 4
  5. 5. CONVENTIONAL MEDIA 5
  6. 6. PRESS 6
  7. 7. POSTERS 7
  8. 8. RADIO 8
  9. 9. TV9
  10. 10. PACKAGING 10
  11. 11. POINT OF SALE 11
  12. 12. WEB BANNERS 12
  13. 13. CONVENTIONAL LANGUAGE 15
  14. 14. THE “2/3 - 1/3” RULE 16
  15. 15. THE “BRAND-5-TIME” RULE 17
  16. 16. THE “PACK AT THE END” RULE 18
  17. 17. THE“READ WHILE DRIVING” RULE 19
  18. 18. THE “APPETISING SHOT” RULE 21
  19. 19. THE “IMAGE VS WORDS” RULE 22
  20. 20. THE“SHOCK” RULE 23
  21. 21. NOW…WHAT’S UNCONVENTIONALBRAND COMMUNICATION? 24
  22. 22. UNCONVENTIONAL MEDIA 25
  23. 23. 26
  24. 24. 27
  25. 25. 28
  26. 26. 29
  27. 27. 30
  28. 28. 31
  29. 29. 32
  30. 30. 33
  31. 31. 34
  32. 32. 35
  33. 33. 36
  34. 34. 37
  35. 35. 38
  36. 36. 39
  37. 37. 40
  38. 38. 41
  39. 39. 42
  40. 40. UNCONVENTIONAL LANGUAGE 43
  41. 41. 44
  42. 42. 45
  43. 43. 46
  44. 44. 47
  45. 45. 48
  46. 46. 49
  47. 47. 50
  48. 48. 51
  49. 49. 52
  50. 50. 53
  51. 51. 54
  52. 52. 55
  53. 53. 56
  54. 54. 57
  55. 55. 58
  56. 56. thank you by karim melaouahtwitter @youmeanboris 61

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