Advice to brand managers: loosen up

This article argues that managers are kidding themselves if they think they are in control of their brands.

Advice to brand managers: loosen up

Martin Thomas

Brand marketers would be forgiven for thinking that the world is out of control. Public scrutiny of brand behaviour is at an all-time high; protest movements are able to spread at startling speed; employees use Facebook to criticise their own customers; spoof versions of advertising campaigns are posted on YouTube; the opinions of complete strangers on product sites are trusted far more than official brand communication.

We only have to cast our minds back to the turn of the millennium and the launch of Naomi Klein's No Logoto see how...

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