Been There, Done That, What Next?

Chapter Overview

Even for those organizations that have already applied brand principles and successfully reaped the rewards, the nature of brand and the pace of market change demand that brand stewardship remains firmly front and center of management priorities. This chapter discusses the rationale for ongoing brand development in the life of an organization; it calls on more companies to become brand-centered; and it emphasizes the vital importance for current exponents of maintaining brand commitment, innovation, and cultural alignment. The forces at work in challenging brand planning today are discussed as is the arrival of a new world order of diversifying social media platforms and integrated, ...

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