Radical Brand Evolution: A Case-Based Framework

This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building.

Radical Brand Evolution: A Case-Based Framework

Bill Merrilees Griffith University, Australia

I would like to thank Mark Foote, president of Canadian Tire Retail (CTR), for his support of this research and for the material supplied in his RAC address (Foote, 2002). Helpful and insightful in-depth interviews were held with Tracy Fellows (marketing director, CTR) and Greg Kavander (group manager, Broadcast, Events & Promotions, CTR). Other staff members, including Tracy Stone, manager, Consumer Research, CTR, were also helpful. The author has no financial or related relationship with the company.

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