Agency: Poulter Partners | Authors: Mark Buckle, Adrian Goldthorpe and Alison Bran |
Leveraging the Power of a Brand Idea
THE BUSINESS PROBLEM Introduction
If you can remember fish paste or beef spread sandwiches as part of your childhood upbringing, youre probably old enough to be judging an IPA AREA Award paper.
Yet the halcyon days of jelly moulds, Ford Anglias and Dixon of Dock Green have little or no resonance with the lunchbox-filling, sandwich-processing mums of today. Their daily needs (and demands) have changed...