This is an introduction to three articles under the title 'rethinking brand thinking'. It suggests that the original insight that 'manufacturers make products but consumers buy brands' is in danger disappearing as the search for new applications using brand marketing techniques continue.
Branding Principles: Is it Time for a
years ago, J Walter Thompson London published a booklet written by Stephen King
entitled What is a Brand?. It succinctly described the difference between
a product and...