For a brief time in 2003 I ran away and joined a media circus. We had finally published the first results from a London Business School study on advertising viewing.
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Mark Ritson, Author at Branding Strategy Insider - Page 25 of 58
So, do you fancy yourself as an expert on branding? You should have no problem with the following question, then. What’s the biggest fast moving consumer goods (FMCG) brand in America?
When Jerry Springer: The Opera opened at The National Theatre in London almost every critic raved that this most unlikely of operas would become a worldwide smash.
Before we can sell, we must build the brand. Before we can build the brand, we must generate awareness. Before we can generate awareness, we must break through the increasingly impenetrable obstacle known as clutter.
In June 1996, Jeremy Cooperstock flew United Airlines from Toronto to Tokyo. He had such a bad experience that he decided to write a complaint letter to United. A month passed and he received no reply, so he penned another complaint letter. Finally, in late-August, he received a form letter that did not address any of his complaints.