Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image.
Can Consumers Own the Brand?
Marie Lena Tupot
ScenarioDNA's Research Department, New York
Young & Rubicam and K2 Digital
Exactly who is holding the reins on brands these days? Does it really matter? Or should branding be more about the way a...