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404 Heroes & Villains
Manage episode 237096596 series 2518900
Just as Lex Luthor makes Superman more heroic, and Moriarty makes Holmes more brilliant, heroes are defined by the villains they face. In marketing- a brand is often defined by the problem it solves- or the rival brand it’s up against. This week Terry O’Reilly shows how strong villains, problems, obstacles and rivals play a vital role in building up a ‘hero’ brand. And he’ll explain how comparison ads can turn rival ‘hero’ brands into villains.
http://podcast.cbc.ca/mp3/ageofpersuasion_20100125_26392.mp370 епізодів
Manage episode 237096596 series 2518900
Just as Lex Luthor makes Superman more heroic, and Moriarty makes Holmes more brilliant, heroes are defined by the villains they face. In marketing- a brand is often defined by the problem it solves- or the rival brand it’s up against. This week Terry O’Reilly shows how strong villains, problems, obstacles and rivals play a vital role in building up a ‘hero’ brand. And he’ll explain how comparison ads can turn rival ‘hero’ brands into villains.
http://podcast.cbc.ca/mp3/ageofpersuasion_20100125_26392.mp370 епізодів
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