Whose brand is it anyway?

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...

Whose Brand Is It Anyway?

Dede Fitch

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, and marketers — share this worry? Can a brand be damaged...

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