The purest example of a fully-integration brand concept is what some call ‘from the ground up’ brand integration, beginning with the conception of an actual product (its name, strategy, design, merchandising, etc…)
When it comes to integration, this is the most ideal position for a brand to be in.
If it’s not, it makes full integration very difficult to achieve.
Advertising Concept Book (Second Edition) by Pete Barry
You must log in to post a comment.