Publications
Publications
- October 2001
- HBS Case Collection
Mountain Dew: Selecting New Creative
Abstract
Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.
Keywords
Citation
Holt, Douglas B. "Mountain Dew: Selecting New Creative." Harvard Business School Case 502-040, October 2001.