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Marketing News 

Correcting the Brand Backlash 

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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.   

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