Whose Brand Is It Anyway?

This Atticus paper from Millward Brown asks what marketers should do if their brands gain a following among an unexpected target market, and whether they should try to intervene if the new 'fans' are not desirable consumers.

Whose Brand Is It Anyway?

Dorothy Fitch

You can pick your brands and you can pick your friends. But if you're a marketer, can you pick your brand's friends? Should you even try?

As a brand manager, your first instinct may be to protect your brand from negative influences, but if you've endowed your brand with a solid set of values and associations, sometimes your best bet may be to “just let go.”


It's every parent's worst nightmare that a child should fall in with a bad crowd. Should the “parents” of brands — the...

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