The inexorable rise of brand response

Communication campaigns have been traditionally divided between ‘above the line’ and ‘below the line’ activities.

The inexorable rise of brand response

Neil Dawson

Communication campaigns traditionally have been divided between two types of activities: ‘above the line’ brand building and ‘below the line’ for gaining immediate response. Increasingly these activities are being coherently designed to deliver business results. Drawing on the IPA Databank, Neil Dawson describes examples illustrating the effective integration of these two types of activity

In the book Built to Last,Collins and Porras talk about how companies get caught in what they call ‘The Tyranny of the OR'.This is the belief that you cannot live with two seemingly contradictory...

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