Présentation de l'éditeur
Building Brand Culture: Unlock Your Brand's Cultural Potential
Our first book
(2009) sets the stage,
Building Brand Culture
shows you how !
Unlock your brand's cultural power to drive innovation and let our examples and testimonials help you:
Identify cultural sources and modes of expression
Leverage powerful brands' cultural strengths
Reinforce cultural resonance to bolster customer uptake
Manage brands and cultural diversity in today's global economy
Rooted in cultural environments, brands are cultural agents, continuously interacting and affecting change. The cultural dimensions of brands are clearly emerging as the pillars of sustainable value creation in today's economy.