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The Prisoner and the Penguin by Giles Lury

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THE MORALS

THE PRISONER AND THE PENGUIN (Penguin)

A recognizable brand icon is a powerful communication equity. What communication equity does your brand own?

THE TATTOOED ANKLE (Nike)

Great brands inspire great loyalty. How will your brand inspire this level of loyalty?

FROM SWITZERLAND WITH LOVE (Barbie)

Old ideas can be reinterpreted for new markets. What ideas from other markets could you use to deliver innovation in your own market?

THE MOUSE AND THE CAR PARK ATTENDANT (Disney)

Everyone in service brands is in marketing. Are your employees delivering your brand in their interactions with the public?

THE SAMPLE OF ONE (Virgin Atlantic)

Sometimes you don’t need great swathes of market research. Is all your market research really necessary? ...

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