What i would like to share here is how building the brand beside campaigning, it is called committing. The examples described in this slide are political marketing until Nike which has power brand.
So, what i can learn form here is building the brand by committing is creating long term strategic partnership (for B2B) or building a good relationship with our customer by customer relationship management (for B2C). Anyway, it is just my opinion, so, what do you think??
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