Emphasizes the key role of selection in creative 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 the displays as a key management skill. Including color exhibits.

Emphasizes the key role of selection in creative 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 the displays as a key management skill. Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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from
Douglas B. Holt
Source: HBS Premier Case Collection
20 pages.
Release date: 05 October, 2001. Prod #: 502040-PDF-ENG
Mountain Dew: Selecting New Creative HBR case solution