Whose Brand Is It Anyway?
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.”
MILLWARD BROWN'S POV January 2009
It's every parent's worst nightmare that a child should fall in with a bad crowd. Should the “parents” of brands — the...