Talking is Understanding: Brand Building Through Strategic Communication

This paper describes how Gallup A/S and Mobilix A/S, the telecom company, planned a testing procedure for a rather unusual ad campaign.

Talking is Understanding: The Building of a Brand and the Making of a Test Model for Strategic Communication

Henrik J. Hansen, Gallup A/S, DenmarkClaus WilkiandLone WillumsenMobilix A/S, Denmark


Mobilix is a Danish company formed by France...