Ian Haworth Cannes Lion Pres 08
- 2. Life After Dove: Building Values-Based Relationships (or why it’s the best time to be a creative)
- 12. The Ladder: Adding resonance to relevance ESP>USP attribute benefit value Rational - Relevant Emotional - Desired State
- 17. The Light at the top of the Ladder: BBSP value belief Emotional – Desired State Spiritual – Virtuous State