Thinking through 'through-the-line'

In this article the authors trace the changes in relationships to brands from the era of 'unique selling proposition', through 'emotional selling proposition' to the present 'participatory brand relationship'.

Thinking Through 'Through The Line'

Brian DonagheyandMick Williamson The Research Business International

The tough marketing climate of the early 21st Century has increased pressure on marketers and advertisers to generate stronger brand commitment...