Getting Immersed In A Brand

In advertising, we often talk about brand immersion as a necessary step in (and often the starting pt. to) the strategic process. If you don't know the company/product/service inside and out, how can you possibly understand its strengths, weaknesses, unique selling propositions, personality, etc.? Those working on the KitchenAid account spend a lovely week in Benton Harbor, MI at their corporate offices; Purina team members get to visit St. Louis (as well as Wal-Mart's and Petsmart's); other employees here did actually "stay in a Holiday Inn Express" last night (needless to say, they are the smartest people in the office). So The Islands Of The Bahamas is not an exception. 4 days in Nassau and Harbour Island-it's a tough job, but somebody's got to do it...

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