Lecture on Brands, Branding and International Campaigns

Lecture on Brands, Branding and International Campaigns

I hope you enjoyed the surprise Masterclass. All the references for the fourth lecture are here.

Brands are created by following a list of ingredients to cook the DNA.

Branding is the active process of a brand, how it adapts to certain contexts and location.

If you can envision the scope of an international campaign and by keeping an unified and coherent branding; then, brand will live on and be relevant to the public.

Treat well the BRANDINGredients to… make it Brandilicious!

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History of Advertising
Link

Brand DNA
Forbes, 2012
Link

Brands are like people
Stephanie Burns, Consultor
Forbes, 2014
Link

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BACKGROUND

Born the Hard Way
Budweiser
United States, 2017
Watch commercial

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CORE VALUES

#WhoIsTheKing
McDonald’s
France, 2017
Watch commercial

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PRICE

Axor Starck V
Hansgrohe
Germany, 2014

Watch interview
Watch features

Hansgrohe website
Link

Swirling Vortex in Axor Starck V
Read article

Philippe Starck’s website
Visit website

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PERSONALITY
Link

Masters, a collaboration with Jeff Koons
Louis Vuitton
France. 2017

Visit website
Watch commercial
Watch interview with Jeff Koons

Jeff Koons’ Louis Vuitton bags: a joyous art history lesson
Jonathan Jones
The Guardian, 2017
Read opinion

Lady Gaga
Deconstruction of  Artpop album cover
The Guardian, 2013
Visit interactive explanation

Jeff Koons website
Link

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VOICE

Fresh Active
Nivea
South Africa, 2015
Watch commercial

Bowling
Old Spice
USA, 2012
Watch commercial

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TARGET MARKET

Mad Men
aMC, TV series
United States, 2007-15

Episode 5, Season 3
”The Fog”

Asking the Consumer

Diversify

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COMPETITORS

McWhopper
Burger King
United States, 2015

Proposal
Explanation
Case Study

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PHILANTHROPY

(RED) Revolution
Watch commercial

What is branding?
Watch video

The basics of branding
Watch video

UEFA 2020
Young & Rubicam, Lisbon.
Case study
Launch film

SWISS International Airlines
Brand Campaign
Publicis, 2014
Case Study

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Strategy and Tactics
Read explanation

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INTERNATIONAL CAMPAIGNS

Pitfalls of International Marketing Campaigns I Chris Halliburton
Watch interview

International Advertising
Susan P. Douglas and C. Samuel Craig
NYU
Read explanation

Guardians of the Galaxy Vol. 2
Marvel Studios
United States, 2017
US trailer
China trailer

Lancia Delta
Fiat
Italy, 2008
Watch commercial

Fiat apologises
Read article

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GLOCAL
Glocal Strategies of Global Brands
Luigi Dumitrescu & Simona Vinerean
Download PDF

Glocal Identities
Andrea Vatovani
TEDxGraz, 2016
Watch conference

iPhone users get photos in major Apple ads
Fox News
United States, 2015
Watch reportage

World Gallery
Apple
United States, 2015
Watch case study

Great Advertising Is Both Local and Global
Jerry Wind, Stan Sthanunathan and Rob Malcolm
Harvard Business Review, 2013
Link

The Glocal approach to international advertising
Read article

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FURTHER READINGS 

Advertising 2020
The Wharton School – University of Pennsylvania
Visit website

Invisible Advertising
Richard Smith
2016
Read opinion