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On Message by Theo Theobald

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Chapter Eight

Building a brand to deliver better messaging

As we saw when we looked at stickiness, the ultimate in short messaging is the modern-day brand. Without opening its virtual mouth, the brand conveys all kinds of values, promises and propositions to consumers, many of which they are barely aware of on a conscious level. What matters is that they sell.

In this chapter we will look at what it takes to build a brand, the advantages of doing so and how the messages we develop can benefit from being associated with it. The easiest way to gain an understanding of how brands are created and sustained is to examine the topic from the viewpoint of consumer brands we are all familiar with. However, the ‘rules’ this sets up are just as valid ...

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