The Branding Power of Worlds by Marshall Ross, Cramer-Krasselt

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Lessons from Coronaville: The Branding Power of Worlds

When you think of iconic advertising campaigns, a few brands are bound to come to mind: Corona, Target, Apple, Marlboro, Nike. Why? Because these brands have managed their communications so precisely and consistently over the years they've formed a fictional brand world every bit as convincing and recognizable as any we might find in a richly textured novel, video game or Hollywood movie. In these brand worlds, just like in the real world, life follows a natural and predictable order, governed by certain laws of nature and physics. While it takes a clear brand vision, long-term focus and steady discipline to establish brands of this caliber, these worlds provide an essential foundation for successfully migrating brand communications to the new media world.

Chief Creative Officer of C-K and “chief brand steward” of Corona for 10+ years, Marshall Ross will take the audience on a guided tour of these iconic brand worlds and explore their new media evolutions.

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  • The Branding Power of Worlds by Marshall Ross, Cramer-Krasselt

    1. Hello © 2008 Cramer-Krasselt
    2. Chicago NEW Media Summit
    3. Chicago NEW Media Summit
    4. Chicago NEW Media Summit
    5. NEW
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    8. <ul><li>Stick with something long enough </li></ul><ul><li>to make it stick </li></ul><ul><li>And stick with it at every point </li></ul><ul><li>of consumer contact </li></ul>
    9. <ul><li>Innovate </li></ul><ul><li>Surprise </li></ul><ul><li>Just Don’t Change </li></ul>
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    27. <ul><li>Stick with something long enough </li></ul><ul><li>to make it stick </li></ul><ul><li>And stick with it at every point </li></ul><ul><li>of consumer contact </li></ul>
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    29. Thank you

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