Brand Champions of Tomorrow: Knowledge Branding: The Role of Expertise in the Information Age

Ed Chambliss

Argues that a good way to brand a product or service is for the company to spread its knowledge, thus coming to be seen as `expert'.

Brand Champions of Tomorrow

Knowledge branding: the role of expertise in the information age

Ed Chambliss, IMC Graduate Student School of Journalism & Mass Communication University of Colorado at Boulder

‘Knowledge is power.’...

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