Described the use of improvisation as a means of obtaining understanding about brand personalities. A new approach is necessary because although consumers are now increasingly comfortable with the idea of brand personalities, they find it difficult to differentiate between brands in certain markets.
Do Put Your Daughter on
the Stage Mrs Worthington
Leapfrog Research & Planning
On Your Feet
THE CONTEXT A NEED FOR BRAND
Marketeers, Advertisers and Brand Managers
are all facing the same challenges. We seek...