![]() ![]() So if “How Brands Grow” is influential in how you think about brand building, here’s a short summary of “how to” apply this on Twitter.īy some distance the most well known and broadly applied of the “7 Rules” is the need to “reach all consumers of the category ensuring you reach non-buyers and light buyers of the brand”. ![]() ![]() In the spirit of challenging our thinking and conventional wisdom, we were treated to a fascinating presentation by Marie Oldham of VCCP Media ( She showcased examples of brands that had recently won IPA Effectiveness Awards (the advertising industry’s highest effectiveness honour) despite adopting strategies that appear to contradict the ‘rules of growth’ outlined in the book.īefore that though we explored the “7 Rules for Brand Growth” outlined in the book and discussed how they can be applied to Twitter. The approach in this session was not to repeat what had been said before but to seek to shine a new perspective on it. The rules set out in “How Brands Grow” have been much discussed elsewhere and have proved to be instrumental to how many large brands are thinking about brand building. Specifically, we talked about “How Brands Grow” written by Byron Sharp ( of the Ehrenberg-Bass Institute - perhaps the most influential thinking around marketing and media planning this decade. One of the themes we touched on was brand growth. Yesterday at Twitter we hosted our inaugural #Thoughtstarters event intended to offer fresh perspectives from some of the brightest minds in the industry around today’s key challenges facing big brands. ![]()
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December 2022
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