ARF Re:think 2009 - Do marketers have a "misshapen view of brand meaning"?
Geoffrey Precourt WARC Online
Joel Rubinson, chief research officer of the Advertising Research Foundation (ARF) posed the following question on the eve of his organization's large annual assembly, the Re:think 2009: The ARF Annual Convention + Expo that convenes on March 30 and runs through April 1 in New York City: "Do marketers have a misshapen view of brand meaning?"
"We need to start understanding what brands mean to people in the full context of their daily lives," Rubinson explained. "People are not...