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Case Study 6 Famous UK household media name

Issue
Is the brand elastic enough for the ‘e-world’?
Thinking & understanding
Directors interviewed; reputation audits devised; trends examined; brand values researched
A strategic spine
Brainstorm meeting with senior management to iron out core business issues
Sharp creativity
Vision and mission statements drafted; brand extensions proposed; internal communications event devised and written
Direction & control
Evolving management control packs created and up-dated; internal event chaired and co-managed
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