Composing the Cultural Brief: Developing Your Cultural Branding Strategy
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- Synopsis
- Conventionally, the positioning statement is the heart of brand strategy, but a cultural branding strategy requires abandoning typical branding directives-sell this benefit, express that emotion, show the product in use in this way-in favor of prescribing what kind of story the brand should tell to address a particular cultural contradiction of the day. This chapter shows you how to develop a cultural brief-the cultural analogue to a positioning statement.
- Copyright:
- 2004
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.