The Kabuki Dilemma
The challenge of transformational relevance and a soup-to-nuts solution to meet it
Shigeo OkazakiBrand Creation Center, Dentsu Inc., Japan
Shashank TripathiBrand Creation Center, Dentsu Inc., Japan
Sean CorcoranBrand Creation Center, Dentsu Inc., Japan
Anthony Quayle once remarked, “To understand a man, you must know his memories.” The same could probably be said of today's brands. Or so conventional branding wisdom would have us believe, given its prevalent infatuation with the notion of “brand equity”.
The overwhelming significance of brands in consumer decision making is uncontested in both everyday practice and academic research. What is...