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 by the company it keeps? Conversely, can keeping good company enhance a brand's reputation? If a brand is embraced by a group that is younger, hipper, or richer than its original target, is the status of that brand improved?
If the answer to any or all of these questions is yes, one key question remains: Should marketers attempt...