The ABC LAMP Workshop was presented on December 7th 2005 by Louise McCann, CEO of Australia and New Zealand for Consumers Viewpoint. The presentation focused on connecting with brands to build lifetime relationships and identified four modes of relationships between brands and consumers: identification, expression, experience, and aspiration.

1. ABC LAMP Workshop
7th December 2005
Presented by
Louise McCann
CEO Australia New Zealand

2. Consumers Viewpoint

3. Connecting with brands for lifetime relationships

4. When I first pulled them out at
my club, I strutted up and it was
like ‘he’s the man!’ … even
though I am so far from it.
It was awesome.
Titleist clubs
Australia

5. It’s mine and the colours are
mine. All my friends identify
me with Maybelline – I’m the
Maybelline girl!
Australia

6. If I saw someone wearing a Breitling
at a bar, I’d strike up a conversation
because he’s probably into aviation.
It’s the brand equivalent of a mason’s
hand shake
Australia