ARF Re:think 2009 - Do marketers have a "misshapen view of brand meaning"?

Ahead of the Advertising Research Foundation's annual Re:think convention and expo, Geoffrey Precourt reports on the key challenges facing research and the corresponding themes of the event, as described by the ARF's chief research officer, Joel Rubinson.

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...

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