Brands: the last flat earth theory

The brand-customer relationship model, which sees the brand as an intangible asset with a value (as a kind of property) is flawed, but it can be useful provided advertisers remember that it is only a simplified version of reality, and not the 'truth'.

Brands: the last flat earth theory

Brian Millar

Whenever an agency offers its services as a 'brand steward' I start to feel a bit uneasy. In my mind the word 'steward' conjures up the Steward of Gondor, that sinister old guy in the last Lord of the Rings...

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