Dartmouth’s Keller Builds Brand Resonance Block by Block
Kevin Lane Keller, the EB Osborn Professor of Marketing at the Tuck School of Business in Hanover, NH, has written, "Brands fail for a number of different reasons. But one of the biggest is that people fail to grasp the importance of a well-articulated brand that customers can identify with."
Strategies that build, measure, and manage brand equity must be deliberate: "How many people propose on the second date? It just doesn't work that way. Companies need to approach the idea of shifting their brand strategies with...