A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis
Uncensored CMO
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Embracing Emotional Advertising at John Lewis
The chapter explores John Lewis's shift from rational to emotional advertising, emphasizing the importance of creating emotional connections with customers for increased loyalty. It discusses selling bold creative ideas to decision-makers, aligning on brand strategy, and measuring campaign impacts on business. The importance of balancing long-term branding efforts with short-term tactics and integrating customer experience into branding strategies is also highlighted.
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