Brand Champions of Tomorrow: Brand Building Online: An Add-on, or a Core Mission?

Argues that, since brands' customers are increasingly using the Internet (more than TV), brands must follow them.

Brand Champions of Tomorrow

Brand-building online: an add-on, or a core mission?

Kim Ryneska, School of Journalism and Mass Communication The University of North Carolina at Chapel Hill

This summer I participated in a focus group of 18–22 year olds...

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