The science of brands

This paper explores whether there are any guiding reasons for the loss of heart that seems to have afflicted Marketing and its various sub-disciplines over the last few years.

The Science Of The Brands

Alchemy, Advertising and Accountancy

Anthony Tasgal Freelance Hyphenate

Thesis

What I want to explore here is whether there are any guiding reasons for the loss of heart that seems to have afflicted Marketing and its various subdisciplines over the last few years.

Just witness the outpouring of dismal negativity that is unleashed on podia and in books with greater and greater frequency. Marketing practitioners bemoan the failure rates of new products, or the glacial speed of developing new products to market; agencies lament that they are not producing (being allowed to produce?) cuttingedge ideas...

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