Chapter 31. Advertising built for the long run

Your advertising campaign’s job is to create brand meaning. Repeated over time, your advertising forges a link between your brand and some key benefit or feature. Michelin’s use of the baby in the tire reinforces the idea of trust. Associating with extreme sports communicates “youth” and “high energy” for Mountain Dew.

Using advertising to build long-term value in a brand is not a sprint—it is a marathon. It requires patience. It requires focus. It requires commitment.

Most importantly, it requires executions with legs. It requires a creative idea, reflecting a single-minded strategy, which can be extended for years. ...

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