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I Believe... Valuable brands are built by creating effective connections with people Every connection a brand has with people must deliver immediate results and build long Brand value The more human, profound, consistent and distinctive the connection between people and the brand, the more the brand will be valued This philosophy should drive everything we do to plan, create, manage evaluate effective brand building communications. Every brand needs a Brand Vision that connects the most potent human needs/wants/desires to the most compelling Brand offering. A brand creates its own unique associations and values that connect the world of the brand with the world of its users. The most powerful relationships are created by two way communication, like a good conversation. A Branding Idea keeps the conversation fresh and stimulating although the objectives and communication channels change. An Idea comprises The people that the brand converses with The communication connection that gives the brand meaning The unique creative expression that gives distinction Thompson Total Targeting Which people offer the best return on investment ? What behaviour change offers the best value? When, where and what context offers the best opportunity to connect with them? How can the Branding Idea be used in stimulating new ways to achieve this? Which vehicles offer the greatest efficiency at reaching these people and the most effectiveness for this communication? What total communication program yields the best return on investment? BUILDING CLOSER CONNECTIONS Creating Effective Connections We must ensure every connection a Brand has with people drives short term sales and builds long term Brand value. We must ensure we have a Brand Vision to inspire, shape and focus all of the Brand’s activities. We must bring this to life with a Branding Idea that will stamp the Brand’s unique identity on all communications. We must run the most effective Total Communication Programs. Tho