added by Mike Renaud ยท updated 2y ago
Branding as Cultural Activism
- To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more
from Branding as Cultural Activism by Douglas Holt
Mike Renaud added 2y ago