How to change people’s minds with Bruce Dundore

Bruce Dundore, former creative director for Jaguar Land Rover and partner in the branding agency Fundamental Group, shares strategies for how to change people’s minds. He should know, with years of conceptualizing and developing notable campaigns and messages refuting Big Tobacco, extolling the benefits of early childhood learning, and addressing other issues in the public sector, with nonprofits, and in the corporate arena. While spinning lots of fun stories with Lee, Bruce helps us understand why your marketing always needs to start with your story — and how to develop that story, and how to build your marketing from it. Anti-smoking campaign: Bob, I've got emphysema