Finger on the pulse – how the BBC is revolutionising audience relationships
Samantha SmithGfK NOP Media, United Kingdom
Nick NorthBBC, United Kingdom
INTRODUCTION
The BBC brand is built up from thousands of smaller building blocks: its heritage, its flagship programmes, its television channels and radio stations, its interactive and online services, and much more. The BBC brand is very clearly established in people's minds; to protect and improve this brand, the BBC works from the bottom up – to make the individual products as best it can, and so create value for the organization as a whole.
Each...