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”
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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