Brands and Branding
Who's in Charge of the Brand?
Stewart Lewis, MORI
Brands are managed and thought of differently now than they were a few years ago. But profound changes are happening in the mindset of consumers and other audiences which call for a more radical reappraisal.
The separation of brands from products has accelerated in the past decade. It is not that the quality of the product is ignored: thats a myth. But major brands increasingly focus efforts on associating themselves with the promise of an experience/lifestyle as Naomi Klein says1, creating...