Creating the brand idea is the basis of all brand communication -- How that big idea is generated and integrated into a comprehensive and coherent programme of branded communication is a core area of brand management -- Where big ideas come from, and how to go hunting for them -- Five tests of a big idea -- How -- and why -- to get from a big idea to a creative idea -- The latest thinking on campaign planning and the power of consumer participation
Notes
Animated audio-visual presentation with synchronized narration
