Landor Perspectives 2008 - Power shift: thinking differently about consumers

Cheryl Giovanni

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating easy-to-understand identities that resonated with consumers and then "speaking to" their audiences through a finite number of channels.

Perspectives 2008 - Power shift: thinking differently about consumers

Cheryl Giovannoni

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating...

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