BrandActional® advertising: building brands by driving sales
Jeff Haggin
Wheaties is the breakfast of champions, as everyone in America knows. Marketing executives at General Mills set the strategic brand framework many years ago, then spent what was needed to get the message to the broadest possible audience. Wheaties earned its place in the public's mind (including my own) through top-down branding. Nevertheless, even though I know it's the breakfast of champions, I've never eaten Wheaties, not even on my most athletic days.
It is much the same when it comes to my admiration of the brilliant advertising...