Having a clear brand positioning is key to creating brand consistency and connection across time and touchpoints. The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key.
In this episode, Lina Moussaoui, Brand Manager for the Eurovision Song Contest at the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the essence of the brand and created a clear framework to connect and inspire all their internal and external partners.
The written case study, ‘Great brands are built on great stories’ can be found in Kantar’s Brand Strategy Unpacked booklet here.
","author_name":"Kantar & Saïd Business School, Oxford University"}