Jeremy Bullmore has said repeatedly that marketing is much more than just selling stuff – understanding the nature of brands is key. This section contains his thoughts on their invention, care and nourishment – and the importance of a shared understanding of the brand itself. It kicks off with a filmed discussion with Stephen King (1931 - 2006), the co-inventor of account planning as a distinct discipline.
A brand is the product of a whole number of variables
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An exceedingly good brand, now sold across the world
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The skills of communicating brand benefits and values
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“Even to talk about stretching a brand implies dilution”
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Much-quoted lecture on products, brands and fame
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The differences between products and brands
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The powerful nature of brand fame
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Magazine column that brought an offer of new underwear
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