Brands and Branding: Who's in Charge of the Brand?

The author argues that while the 'brand' is in the domain of marketing, 'reputation' is the area of public affairs, and he believes that this demarcation is likely to be detrimental to the company.

Brands and Branding

Who's in Charge of the Brand?

Stewart Lewis, MORI

Brands are managed and thought of differently now than they were a few years ago. But profound changes are happening in the mindset of consumers and other audiences which call for a...