The Branding Power of Worlds by Marshall Ross, Cramer-Krasselt

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Lessons from Coronaville: The Branding Power of WorldsWhen you think of iconic advertising campaigns, a few brands are bound to come to mind: Corona, Target, Apple, Marlboro, Nike. Why? Because these brands have managed their communications so precisely and consistently over the years they've formed a fictional brand world every bit as convincing and recognizable as any we might find in a richly textured novel, video game or Hollywood movie. In these brand worlds, just like in the real world, life follows a natural and predictable order, governed by certain laws of nature and physics. While it takes a clear brand vision, long-term focus and steady discipline to establish brands of this caliber, these worlds provide an essential foundation for successfully migrating brand communications to the new media world.Chief Creative Officer of C-K and “chief brand steward” of Corona for 10+ years, Marshall Ross will take the audience on a guided tour of these iconic brand worlds and explore their new media evolutions.

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