Building brands: The past, the present and the future

This essay argues that the nature of brand building has changed as the way culture, commerce and innovation interact has changed.

Building brands: The past, the present and the future

Sidharth LoyalInnocean Worldwide

It's 2014. There is no right way and there is no wrong way.

All we have is a hypothesis to present and meanwhile keep figuring out the ever-evolving market and consumer landscape, on a daily or rather, hourly basis.

I believe the bigger question is, "How Are Brands Built In Today's World?"

Digital in today's context is like the air we breathe, it's everywhere and it is the world we live in, so no point in making it sound like the nineties' internet revolution.

So, then how...

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