Framework for brand thinking….

Posted on June 13, 2011

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1………

Branding today is about creating
communities around ideas that pull

2.  

Success depends on the ability
to initiate experiences that evolve, adapt and
are contributed to by consumers for sharing
within their networks
 
3.  

Behavioural insight is the engine of brand ideas
 
4. 

Ideas have to be immediately recognisable for
relevance, difference and thus value
 
5. 

Good ideas have always spread quickly; today, valuable ideas spread like wildfire
 
6.  

Media is about securing the customer’s opinion in the idea
and securing their opinion to share the idea with their tribe
(opinion and advocacy)
 
7. 

Owned and earned media trump bought media
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