Branding lessons from prize winning Canadian campaigns 2012: Part II

Go to Part I and Part III, or read the complete notes.

Read all the case studies from the 2012 CASSIES.


Index of crossover notes for CASSIES 2012

Part I

  1. What a Brand Stands For.
  2. Brand Truths.
  3. Core Equity versus Price & Promotion.
  4. Business Strategy dictated by the Brand Positioning.
  5. The Total Brand Experience.
  6. Should the product be improved?
  7. Fighting for the Same High Ground.
  8. Classic Rivalries.
  9. Turnarounds.
  10. Conventional Wisdom – should it be challenged?
  11. The Eureka Insight.
  12. Changing the Goalposts.

Part II

  1. Immediate vs. Long-Term Effect.
  2. Refreshing a continuing campaign.
  3. Baby with the Bathwater.
  4. When a campaign stumbles.
  5. Turning a liability into a strength.
  6. Keeping it Simple.
  7. Great minds think alike.
  8. Emotional versus Rational.
  9. Likeability.
  10. Humour in a Serious Category.
  11. Problem versus Solution.
  12. Tough Topics.