Correcting the Brand Backlash
Published 11/1/2008
Author: Kevin O'Donnell
Kevin O'Donnell is a senior partner of Prophet
Summary
The anti-brand backlash can be contained, Prophet’s Kevin O’Donnell says, by teaching those who think a brand is just a name slapped on a package that the true concept of Brand is the 360-degree experience a consumer has with it. Please register or login to view this article