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| Tekijä: | Dru, J. M. Lemberg, R. |
| Otsikko: | Brand strategy: disrupt your business |
| Lehti: | Journal of Business Strategy
1997 : MAY-JUN, VOL. 18:3, p. 24-29 |
| Asiasana: | |
| Vapaa asiasana: | WERBUNG, MARKENARTIKEL, MARKETING |
| Kieli: | eng |
| Tiivistelmä: | For brands to remain competitive and to grow, marketing people must move beyond the concept of brand positioning and begin to think in terms of creatin brand cultures. In other words, it will no longer be enough for companies to create and to act upon distinct and compelling brand positioning. Instead, they must take constant action and develop new ideas and initiatives. A top advertising strategist describes how companies can transform brands by defying conventional wisdom. |
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