Branding lessons from prize winning Canadian campaigns 2013
Go to Part I and Part II, or read the complete notes.
Read all the case studies from the 2013 CASSIES
Index of crossover notes for CASSIES 2013
Part I
- What a Brand Stands For.
- Brand Truths.
- Core Equity versus Price & Promotion.
- Business Strategy dictated by the Brand Positioning.
- The Total Brand Experience.
- Should the product be improved?
- Fighting for the Same High Ground.
- Classic Rivalries.
- Turnarounds.
- Conventional Wisdom – should it be challenged?
- The Eureka Insight.
- Changing the Goalposts.
Part II
- Immediate vs. Long-Term...