Are you really a ‘brand’?

Based on research in the U.S. and UK, Robert Passikoff, president of Brand Keys Inc, suggests a new continuum for brand categorisation.

Are you really a 'brand'?

Robert Passikoff

Today everybody from clothing designers to celebrities claims to be a 'brand'. It seems it's the latest cool thing. Announcements of new 'brands' fill time on shows like Access Hollywood and Entertainment Tonight...

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