The real secrets of brand success

Dominic Twose

Dominic Twose, global head of knowledge management at Millward Brown, has analysed the winners of the IPA Effectiveness Awards and identified the main common themes that have resulted in brand growth.

The real secrets of brand success

Dominic Twose

You are just settling down for lunch in the canteen. You are arguing for your marketing budget at work; you know what you want to achieve, your finance director knows what he wants to spend. There is a chasm between you. As you eat your pasta, you stare at two sets of figures – those you have provided and those the finance guys have put together.

You realise someone is standing beside you. It's a tall, good-looking stranger. He puts a suitcase on the table and opens it. It is full of...

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