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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集单集
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集单集
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