Brand management and its greater purpose

Abigail Posner

This article argues that all humans are pre-programmed with a need to believe in something greater than themselves (a 'spiritual' dimension), and this same altruism is integral to successful brand building.

Brand management and its greater purpose

Abigail Posner

Brand management and religion. The two seem to belong to completely unrelated worlds. But upon reflection, we see that they appeal to and benefit from the same fundamental human need: the need to believe...

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