Brand Champions of Tomorrow: Brand Navigation

Eleanor Cameron

The author argues that upkeep and preventative maintenance of brands is equally important as building them.

Brand Champions of Tomorrow Brand Navigation

Eleanor Cameron University of North Carolina at Chapel Hill

It is the aspiration of any fledgling company to gain footing, spread its wings, and eventually to soar within its industry. But it necessarily follows that should that brand remain aloft for a period of time, the airspace around that brand will change. This is the essence of the product life cycle: The challenge of any brand is to adapt to changing conditions without making radical departures from its flight plan.

Brand survival over time requires a multitasking-balancing act that attempts to navigate...

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