In its visceral form, the purpose of advertising is to raise awareness of a brand or product and to achieve sales. But brands are not created to be flavours of a season. Strong brands outlive generations by continuously evolving and remaining relevant. Can communication be leveraged to generate a stronger connect with consumers and build brands for the long term? We reviewed past communication, assessed its contribution to long-term brand growth and have created a practical guide for doing better and going further. This is how we did it.
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Author: Philippe H. Defechereux
June 15, 1994