The document discusses whether news brands can learn from commercial brands. It examines the key qualities of great brands like purpose, ideas, stories, and playfulness using examples from Durex, Lego, Dyson, and Redbull. The document suggests news brands could benefit by focusing more on these brand-building techniques.

1. Hello
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2. CAN NEWS BRANDS
LEARN FROM
COMMERCIAL
BRANDS?
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3. NEWS BRANDS
ARE LEGENDS...
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4. IRREPLACABLE
IRRESISTABLE
INSPIRATIONAL
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5. CHIP PAPER
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6. WHAT ARE GREAT
BRANDS GREAT AT?
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7. PURPOSE
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9. Wednesday, 18 September 2013

10. Durex
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11. Durex
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12. IDEAS
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14. Lego
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16. Dyson
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17. STORIES
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22. PLAY
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24. Redbull
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25. Redbull
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26. Wednesday, 18 September 2013

27. SOMETIMES THE
MEDIUM NEEDS A
MESSAGE
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28. THANK YOU
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