Whose brand is it anyway? And can you pick its friends?

You can pick your brands and you can pick your friends. But if you’re a marketer, can you pick your brand’s friends? And should you even try? A brand can be damaged by the company it keeps – Burberry’s adoption in the 1990s by the “chavvy” crowd was not welcomed by the company.

Whose brand is it anyway? And can you pick its friends?

Dorothy Fitch

You can pick your brands and you can pick your friends. But if you're a marketer; can you pick your brand's friends? Should you even try? As a brand manager, your first instinct may be to protect your brand from negative influences, but if you've endowed it with a solid set of values and associations, Dorothy Fitch's advice is to just ‘let go'

It'S Every parent's worst nightmare that a child should fall in with a bad crowd. Should the ‘parents’ of brands – the creators, managers...

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