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"Branding is not about products, it's about people. We often pay lip service to this. But as this timely book shows, if we really take this insight to heart it can transform the management of brands, from top to toe."--Hiroshi Okuda, Chairman, Toyota Motor Corporation 'This book…
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the…
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the…