Whose Brand Is It Anyway?

Dorothy Fitch

This Atticus paper from Millward Brown asks what marketers should do if their brands gain a following among an unexpected target market, and whether they should try to intervene if the new 'fans' are not desirable consumers.

Whose Brand Is It Anyway?

Dorothy Fitch

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...

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