A brand is shaped through a series of moments, craft them with consistency and care

Paul Bailey, strategy director at Halo outlines how to shape a brand through associated memorable moments at the 2020 Zee MELT conference.

The concept of brands has become central to the strategic organisation of companies. They have become a complex symbol representing the premise for communication, interaction and experience. So, a brand is not only about what you communicate but how people interact with and experience it.

Paul Bailey, strategy director at Halo UK, believes it is time to disrupt the shaping of brands through trademarked associated memorable moments. The question ultimately is, has the communication been understood and acted upon by the audience. “Your brand is no longer what you say it is. It’s what people agree that it is,” he...

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