Brand management: Brand strategy

 

Think you need to innovate to improve your bottom line? Think again. Many companies rely too heavily on innovation to solve their problems. Sergio Zyman explains how managers can revitalise their mark ...

This is not a typical advertising paper about market research. The advertising industry is just as responsible for creative market research; however, the years of criticism have obviously taken its to ...

Argues that the new values of customer service are opposed to product branding as traditionally understood, and that new approaches must be found to branding service. More choice, more effective compe ...