1. BATTLE FOR YOUR MIND

33. Factors in building brand value?

49. The arrival of recession means it is time for brand managers to change

61. Funcity Brand Wheel ATTRIBUTES Instant Fun, consistent fun, anytime fun BENEFITS Quality of fun, Empowerment , Feel good factor, Confidence booster VALUES Enrichment, Superior PERSONALITY Sophisticated, Leader BRAND ESSENCE ‘ Blend of smartness,convenience & quality of life’. THIS IS COOL . Attributes Benefits Values Personality Brand Essence

62. What’s Cool

63. In everyday life there are two situations – Interesting ones & boring ones Cool is Interesting

64. Cool is different Cool is daring Cool is determined Cool is an awesome epidemic Cool is contagious Cool builds communities Cool sells

65. Cool is an attitude which exhibits great devotion & dedication. It is distinctive and has a defined and committed community.

66. Cool is Individualistic Its different things to different people

67. What's Cool? Boys “ Techno gizmos" (13) "Hanging out, roller blading, alternative music". (14) "You know what made me feel special? When I graduated I got an award and when they said my name, everybody cheered" (16)

68. What's Cool? Girls "Beating my 15-year old [boy] cousin in Jetskiing" (12) "Boys. Going out, TV, Nintendo, family, friends. Dressing cool, like me." (13) "Music, body piercing" (14) "Dying your hair purple, bell bottoms...the 60's were cool."(14) "Being yourself. Staying on a straight line, not getting pregnant at 14, using drugs, smoking cigarettes, thinking it's cool. It's NOT cool.If people would stop looking for approval, they'd be happy being themselves." (18)

69. Cool is an attitude : at its core it possesses values that cannot be eroded

70. No guts, no glory Cool requires courage.

71. Chasing Cool takes guts. Be willing to take risks. Gauge potential upside.

72. Cool brands sell lifestyles, not just a product or service.

73. There are primarily 2 types of Cool – those who are cool because they are famous or fashionable, and those who are cool because of how they act.

74. Cool Age Proof / Timeless Belief Value System Performance Dedication & devotion Emotion Innovative & Inventive Resilience Consistency/ Reliability Attributes of Cool Requires Investment & effort Guts

75. Manolo Blahnik Bata Kennedy Carter Harley Davidson Suzuki Ferrari Hyundai IPOD Mp3 Apple Acer Starbucks Maxwell House Cool / Cult Products Common Products

76. Advertising Platform

77. Be Bored Or Be Cool Gaming