TITLE

Give free rein to feelings

AUTHOR(S)
Cairns, Warwick
PUB. DATE
March 2006
SOURCE
Brand Strategy;Mar2006, Issue 200, p38
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The author advises companies to consider human emotions when planning their brand marketing strategies. He tells a story that has a message for brands. He cites global mobile phone brand, Orange's successful campaign which has helped the company dominate the market in terms of subscriber numbers. He suggests that brands must tell a consistent emotional story that makes a clear connection with their audience.
ACCESSION #
22096057

 

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