The New Media Playbook

Antony Young

Chapter Chapter 2 in Brand Media Strategy, 2014, pp 15-29 from Palgrave Macmillan

Abstract: Abstract I remember as a kid growing up, discarding my Larry Bird Converse sneakers for the latest pair of Nikes. I really did think they made me jump higher and shoot the basketball better. I would later learn when I entered the ad business that it was all about branding.

Keywords: Athletic Footwear; London Olympic Game; Consumer Insight; Advertising Inter; Traditional Media Outlet (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_3

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DOI: 10.1057/9781137447715_3

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