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Uploaded on Nov 17, 2011
Given the state of the economy and the measures many brands have taken to drive topline growth, it's reassuring to note that there are brands in the marketplace that are actually investing in building their brands. Luckily, it's not just about promotion and trade spending. Investing in a brand's equity is a long-term investment, one that pays dividends into the future.
In this Live Session, Kathy discusses Anthem's marketplace Sightings that show how brands are taking different actions to build equity—from the product up, leveraging assets, telling their stories and going back to their historical roots.