360 Degree Branding: Global Advertising ie. Cultural Imperialism.

Every point of contact builds the brand. . .At Ogilvy, we take a holistic look at communication and use what is necessary from each discipline to build a brand.

Vinay Kamath, Vipin V. Nair Branding has moved to the boardroom The Hindu Business Line, February 10 2005. Interview with Shelly Lazarus, O&M Worldwide, Chairman:
. . .Steve Hayden (O&M Vice Chairman) just showed the new work for Dove thats being shown all over the world. Its had a remarkable effect on brand sales; its a campaign for real beauty. Its all about celebrating women as they are rather than the stereotypes, they are portrayed as so often. The campaign goes everywhere. There's a huge PR component too. . .So it goes all the way and they've had a surge in sales. IBM is a huge success when that brand turned around. American Express, Kodak, Motorola. They're all examples of successful branding.