The idea of this advertising campaign is to attract real people and get more people interested in Monster as well as the many action sports that Monster stands for.Branding is the creation of a comprehensive, strategic, and unique program for a brand or group, with an eye toward building a relationship with people based on how they experience—interact and use—the brand or group.” Ch.4 pg.2 Landa R. Advertising by Design People always like to think of their lives as more then what they are due to wanting more then what they have. It’s a way to build relationships loyal customer relationships for a new customer base. “A brand or group with character that differentiates it and builds a relationship with the audience.” Ch.4 pg.2 Landa R. Advertising by Design. “Re-leash your inner monster,” will be a new platform for people to live by not just the average Joe and the action sports stars as well it can give people the inspiration to bring back their exciting side or even the push for a supercross star to go back to when they were winning so they can win again. “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience. It is both an armature and a point of departure for differentiating and connecting with the audience.” Landa R. Advertising by Design Ch. 4 Pg. 3
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