B.J Cunningham

BRAND EVOLUTION

B.J Cunningham uses the DEATH cigarette brand to illustrate the power of provocation and how to flip a conservative market. In typically entertaining fashion, he also demonstrates that-

‘Authentic and powerful branding demands the truth.The future is about market depth and involvement, not market width and awareness.’

Companies are like people. Each one of us is made up of three separate perspectives – how we perceive ourselves, how others perceive us and how we want to be perceived. The more integrated the three perspectives, the stronger we are. Companies are the same. If the company perceives itself in the same way as others perceive it and as it wants to be perceived, then it is strong. How a company sees itself is it’s internal culture. How others sees it- is its external market position. How a company wants to be perceived is the company’s vision.

Price: Rs.300

In this audio program BJ Cunningham uses his brand experiences to illustrate his straight forward brand thinking. When it comes to branding, be sure of who you are and what you mean before you try to say anything. This demands answering to two key questions: what’s your point and why should I care? Learn more about Brand evolution from BJ Cunningham.