Branding has come a long way since we were putting our mark on the things we wanted to sell. This is a brief introduction to one of the most used Branding Frameworks out there: Kapferer’s Brand Prism. The rise of social media and other technologies has stretched this model a bit thin, but it's the perfect Framework to use when you are Just Getting Started to lay the foundations of your Brand Guidelines.

Influence Unleashed is a series of case studies where we deep dive into iconic ad campaigns and show how the new strategies we teach came from the lessons in the past.

Let's explore the four key pillars of the Behavioral Influence in Marketing (BIM) framework using Wendy's "Where's the Beef" to explore:

• Cognitive Drivers

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