Getting organised

Ardill, Ralph
July 2006
Brand Strategy;Jul/Aug2006, Issue 204, p36
Trade Publication
The article offers some analysis and advice on what it will take for brands to survive and thrive in the complex global experience economy. The author discusses the role of brands in contemporary society and the importance of understanding the five types of brand behavior. The discovery and deployment of experiential organizing thoughts will require a new and exciting fusion of business, branding and change-management best practices.


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