Brand Champions of Tomorrow: Everything Old is New Again

Jeannette Eiman Boulind

Argues that, whilst the marketing environment is changing fast with the Internet, the fundamentals of branding have not changed.

Brand Champions of Tomorrow

Everything old is new again

Jeannette Eiman Boulind, The Amos Tuck School of Business Dartmouth College

In thinking about the brand at the end of the 20th century, it is tempting to frame our thoughts in the context of the tremendous change that surrounds us. From the end of the century and the rise of the stock market to previously unimaginable highs; from the recent advent of now-ubiquitous e-commerce and the fact that the fastest growing segment of the US population is ‘the over 50s’ – many truths and notions held dear about...

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