The hybrid brand: key to hypergrowth?

Will Hamilton

Discusses how brands develop through `hybridisation', as a result of mergers and company alliances or vertical integration, etc.

The hybrid brand: key to hypergrowth?

Will Hamilton, Through the Loop, takes a look at the new brand environment and the concept of hybridisation. Alliances allow new market platforms to be built, on which new brand portfolios can be developed

Will Hamilton
SIR IEUAN MADDOCK, writing in the New Scientist back in 1982, warns of the dangers of resting on our laurels: 'To cherish traditions, old buildings, ancient cultures and graceful lifestyles is a worthy thing - but in the world of technology to cling on to outmoded methods of manufacture, old product lines, old markets,...

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