Highlights the essential role of creativity in the selection of brand communication, the challenges of building a brand in a turbulent cultural environment, the challenges of enlargement of an advertising campaign, and the interpretation of key announcements management of high competition. Includes exhibitions of colors.
by
Douglas B. Holt
Source: HBS Premier Case Collection
20 pages.
Release Date: October 5, 2001. Prod #: 502040-PDF-ENG
Mountain Dew: Selecting New Creative Solution Box
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