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Light Relief
Capturing
passers-by with imaginative outdoor advertising
|
In 'low-interest' categories, one of the greatest
challenges is to create drama and excitement
around the brand. Sometimes the pressure is
so great that brand managers resort to gimmicks
and 'events' that actually harm the brand. The
key to success is to identify activities that
will create news and strengthen the brand too.
See how Heinz achieved just that with some
innovative outdoor advertising…
He ate the whole billboard! With nothing
to help him except Heinz! A fantastic way
to dramatize the message, creating word-of-mouth
and publicity for the brand.
Brand Manual
More articles
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To Build Your Total
Brand' takes you
step-by-step through
the brand management
process, putting you
on track to maximize
the strength of your
brand and the value
of your business.
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