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Create, Connect, Convince by Jorg Dietzel

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1. So, you want to communicate?

This book follows the sequence of developing an advertising campaign from start to end. Along the way, we will look at old and new ways of communicating as well as the processes, ideas and technicalities involved in media and production. So, you’re working for a brand owner and you want to communicate. But wait a minute—how well do you know the brand? It’s in your best interest to make sure that your positioning is relevant and differentiated. Otherwise, even the best advertising campaign cannot convince your target audience to try your product or service. First, you need to consider ...

BRAND BUILDING

Before you make any decisions about your positioning, you need to ask yourself: What can I base my decision ...

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