Whose brand is it anyway? And can you pick its friends?
You can pick your brands and you can pick your friends. But if you're a marketer; can you pick your brand's friends? Should you even try? As a brand manager, your first instinct may be to protect your brand from negative influences, but if you've endowed it with a solid set of values and associations, Dorothy Fitch's advice is to just ‘let go'
It'S Every parent's worst nightmare that a child should fall in with a bad crowd. Should the ‘parents’ of brands – the creators, managers...