The real secrets of brand success

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...