The New Rules of Branding

Brian E. Kardon

This paper argues that as consumer psychology and behaviour change so must the 'rules' of branding. The author discusses four new rules - branding no longer guarantees success, brand loyalties are changing, brands can develop quickly, and brand life is finite.

The New Rules of Branding

Brian E. Kardon, Cahners Business Information

‘The causes of the rapid extinction of the Dinosaur remain mysterious; the species had evolved and grown throughout the Triassic and the Jurassic, and for 150 million years the Dinosaur had been the undisputed master of the continents. Perhaps the species was unable to adapt to the great changes of climate and vegetation which took place in Cretaceous period. By its end all the Dinosaurs were dead.’

Italo Calvino, Cosmicomics

We’ve all come to believe that in an era of near limitless choice, the value of a...

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