Brands in the digital age: Invert the accepted

This article argues that the successful brands of the future will place consumer needs at their centre, rather than the more traditional approach of building a product and then marketing it to consumers.

Brands in the digital age: Invert the accepted

Toby SouthgateThe Brand Union

To keep pace with changing consumer behaviour, brands need to build businesses with consumer needs at the centre, rather than the classic brand development process of building...

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