The Kabuki dilemma. The challenge of transformational relevance and a soup-to-nuts solution to meet it

Sean Corcoran, Shashank Tripathi and Shigeo Okazaki

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.

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...

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