TITLE

The time for reinvention

AUTHOR(S)
Mitchell, Alan
PUB. DATE
November 2005
SOURCE
Brand Strategy;Nov2005, Issue 197, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article describes how value in marketing and branding is shifting away from sought-after products towards sought-after information in Great Britain in 2005. The double challenge for brands is this. First, the mechanisms by which brand messages reach customers will increasingly be bypassed by on-demand information services. Second, the content of these brand messages is not strong enough to attract audiences in its own right.
ACCESSION #
18853011

 

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