Brand Champions of Tomorrow: Everything Old is New Again

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...