Tim Maleeny, head of planning at Ogilvy North America, speaks at the BRITE '11 conference about how Ogilvy has designed a template (The Big Ideal) to help build brand platforms from a combination of a company's purpose and the relevant cultural tensions it's suited to address.

The BRITE '11 conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School. Learn more at [ Ссылка ]

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