Do You Choose a Brand or the Company it Keeps?
A description of the growth and importance of the 'constellation brand'
Julian Martin
INTRODUCTION
I used to fly Qantas because it was The Spirit of Australia. I still fly Qantas, even though I think it is increasingly mediocre, because it gives me points when I fly with it, points when I fly with a One World partner airline, and points when I shop with my Amex card or my Qantas Telstra ANZ Visa card. So much for individual brand values and propositions. The new brand value in this increasingly networked...