Read article on BusinessWings.co.uk: Cadbury’s drum-playing gorilla is among many adverts whose long-term impact on sales is not commensurate with its huge impact as a ‘water-cooler hit’.
Tom Ellis of global branding agency 1HQ says that while a ‘viral’ hit can propel a brand briefly, durable success demands a broad-based branding strategy.
Speaking on a recent BusinessWings webinar, Ellis, who was brought to 1HQ last year from rival Big Green Door, cites McDonald’s as a prime example of a successful ad campaign buttressed by other innovations.
