The document discusses branding strategies such as cross-branding and using communities to influence brand meaning and values. It provides examples of using a music brand like the Dixie Chicks to promote the Lipton tea brand, however an planned advertisement featuring the Dixie Chicks was put on hold due to controversial comments made by their lead singer against President Bush in 2003. The document also contains information about the Dixie Chicks music career and success as well as background on the Lipton tea brand.

1. B ® AND EX20 11 ™

2. Session 11 new ways of branding

4. stevie ann

8. zonneradar .nl link

11. industry related brand ventures

14. non-industry related brand ventures

30. 3. values (+ 3 kenmerken) 1. music brand 2. Community (+ naam) 4. corporate brand

31. 1.Music brand 2.Community 3.Community values 4.Corporate brand Onderbouwing Hieronder graag een cijfer invullen Noem 3 waarden die bij de community passen Hieronder graag een cijfer invullen 1 2 3 4 5 6 7 8 9 10

33. a community gives input to the meaning and value of the brand: “ …if you ’ re like us, you use brand X… ”

34. a band gives input to the meaning and value of the brand: “ …if the band srews up, so does the brand… ”

38. THE DIXIE CHICKS

39. THE DIXIE CHICKS The Dixie Chicks are a country music group, comprising three women; Martie Maguire , Natalie Maines , and Emily Robison . Together, they have sold over 36 million albums as of May, 2008. The group formed in 1989 in Dallas, Texas , and was originally composed of four women performing bluegrass and country music , busking and touring the bluegrass festival circuits and small venues for six years, without attracting a major label . After the departure of one bandmate, the replacement of their lead singer, and a slight change in their repertoire, the Dixie Chicks achieved massive country music and pop success, beginning in 1998 with hit songs like " Wide Open Spaces ", " Cowboy Take Me Away ", and " Long Time Gone ". The women became well-known for their independent spirit and outspoken comments on controversial subjects, including politics. Ten days before the 2003 invasion of Iraq , lead vocalist Natalie Maines said "We don't want this war, this violence; and, we're ashamed that the President of the United States is from Texas", (the Dixie Chicks' home State). As of 2008, they have won thirteen Grammy Awards , with five of them earned in 2007 including the coveted Grammy Award for Album of the Year for Taking The Long Way .

48. questions? /comments

49. thank you!