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1、IbelieveinBrandsIbelievepeopleneedBrandsmorethaneverIBelieve...ValuablebrandsarebuiltbycreatingeffectiveconnectionswithpeopleEveryconnectionabrandhaswithpeoplemustdeliverimmediateresultsandbuildlongBrandvalueThemorehuman,profound,consistentanddistinctivetheconnectionbetweenpeopleandt

2、hebrand,themorethebrandwillbevaluedThisphilosophyshoulddriveeverythingwedotoplan,create,manage&evaluateeffectivebrandbuildingcommunications.THOMPSONTOTALBRANDINGTHOMPSONTOTALBRANDINGEverybrandneedsaBrandVisionthatconnectsthemostpotenthumanneeds/wants/desirestothemostcompellingBrandof

3、fering.EverybrandneedsaBrandingIdeapowerfulenoughtomakeanstimulatingconnectioninallcommunicationsEverybrandneedsaTotalCommunicationsProgramthatyieldsthebestreturnoninvestment.InspirationClarityFocusPeopleBrandHowcanwepowerfullyconnectpeopleandthebrand?Whatarethemostpotenthumanneeds,w

4、antsordesires?FearofageingNurturingLoverSelfesteemEscapismFreedomtoflirtTeenagenostalgiaBelongingLonelinessBrandWhatarethemostpotentBrandAssetstoleverage?IngredientsAppearanceProductperformanceHeritageTrustTasteDesignProvenancePerceivedusersMakerValuesConnectionBrandScotchthatismorec

5、olourful,fresherandwritesitsownrules.ScotchwithoutthebaggageofScotlandWanttoexpressmaturity,achievement,powerWiththefreedomandconfidencetoshapetheirownlivesDrinkersBrandBrightIrreverentSophisticationVideobringsthisVisiontolifeforalltheBrandTeam“Theepitomeofmilitaryvirtue.Agroupofsmar

6、t,toughwarriorsthatgainstrengthofmind,bodyandcharacterthroughmembershipofaneliteandproudCorps”USMarines‘EliteWarriors’“Purepleasuredisguisedasfood”GracefulAnimalcolouredfunMychocolate,NutriGrain‘Testosteroneinabox’AdvertisingDirectMarketingSponsorshipEventMarketingPublicRelationsDesi

7、gn&PackagingBRANDINGIDEAGivesthebrandmeaninganddistinctionforpeoplePromotionsAbrandcreatesitsownuniqueassociationsandvaluesthatconnecttheworldofthebrandwiththeworldofitsusers.Themostpowerfulrelationshipsarecreatedbytwowaycommunication,likeagoodconversation.ABrandingIdeakeepstheconver

8、sationfresha