Coke,Apple and United Airlines:For better or worse, these corporate names have achieved brandrecognition that make them virtually synonymous with the productsthey sell.
Can a humble independent agency ever hope to achieve that sortof fame—or to compete with the geckos and cavemen with theirbillion-dollar ad budgets and legions of marketing people? The goodnews is that while you may not achieve the fame of the big guys,today's technology can help you give them a serious runfor the money.
That was the underlying message at Aartrijk Brand Camp 2012, aday-and-a-half immersion in all things brand. Hosted by Peter van Aartrijk and global-brandingguru Tony Wessling, theevent featured in-depth discussions of the various components of abrand, a rapid-fire presentation by eight insurance-agencymarketing pros, a discussion of the evolution of the agencyworkplace and more.
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