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by: European Brands Association - AIM,
type: Articles
in: 20 the future of Branding


The brands industry is an instrument of the transformation of knowledge into business opportunities. Branding is differentiation sustained by innovation, R&D, supply chain know-how and consumer understanding. Innovation keeps brands relevant to the changing needs and wants of consumers. Brand manufacturing is a knowledge-based industry and innovation is its essence. more....

by: Levine, Locke, Searls, Weinberger,
type: Articles
in: 20 the future of Branding

We got tired of invoking clichéd refrains like "clueless companies" and "they just don't get it." The cluetrain manifesto is our attempt at articulating a set of principles and dynamics we believe will determine the future experience of both individuals and institutions online. We're lobbing some bombs here. But we're also optimistic. We hope not too much so.more....

by: Stuart Whitwell,
type: Articles
in: 20 the future of Branding

Understanding the linkage between brand equity and brand performance delivery focusing on a brands ability to attract new users and retain the loyalty of existing customers is critical for improved strategic investment decisions.more....

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