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enews | Developments in strategy+business
Brand Building, Beyond Marketing
by Nicholas Ind and Majken Schultz
Consumers are becoming more suspicious of traditional branding, and many enlightened organizations are moving branding away from communications and toward strategy, culture, and wider stakeholder involvement. These organizations understand that brand building is a participative process involving the whole organization and is the responsibility of all employees. Following their examples, here are five steps to regain consumers' trust.
Click here to read the full analysis:
http://www.strategy-business.com/article/00041?gko=9efe7&cid=enews20100727
enews is an exclusive platform for business analysis, insights, commentary, and other intellectual capital from the authors, strategists, and editors at strategy+business.
Art Kleiner
Editor-in-Chief
strategy+business
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