The rules of branding are changing radically. Established brands are taking too long to adapt. Born and raised on image, message and surface, they look at the new winners in the digital age and try to copy surface, when they need to copy substance.
As businesses transform to adapt to the digital age, there is an imperative to reimagine what brands are and how they behave. How do we build brands that are relevant and resilient in a time of rapid change?
This book explores this question and outlines:
- The three elements of a resilient brand
- The strategic models needed to create a resilient brand
- How to apply this to your own business
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