Building brands that matter: The sweet spot between trust and dynamism
Think about all the companies that populate our planet – and about the enormous proliferation of brands and products over the past few decades. Unilever alone sells goods under more than 1,000 brand names worldwide. Look for an Android phone on the Samsung website, and you have to scroll through 86 model options. Search for a flash drive on Amazon, and you'll be hit with more than 180,000 choices.
How do you get your brand to stand out? How do you convince a person to grab...