Speed read: Brand Meaning
This book takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands.
This speed read was originally published in the Admap February 2017 issue.
How a company 'positions' a brand is not necessarily how the consumer perceives that brand. This book explains that, although brands allow marketers to add meaning to products and services, it is consumers who determine what a brand means. With over 25 years' experience working within...