
How not to plan: what matters most in 2025 - Les Binet and Sarah Carter
Uncensored CMO
The Emotional Resonance of Branding
This chapter examines how emotional storytelling in advertising enhances consumer connection, highlighting impactful campaigns from brands like Microsoft and a Christmas ad for a hearing aid. It delves into strategic pricing and the importance of consistency versus innovation in branding, using historical examples to illustrate successful marketing outcomes. The speakers emphasize that maintaining brand continuity while introducing subtle innovations can lead to significant competitive advantages in the market.
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