Abstract
Fact: If you work in marketing, then you care a heck of a lot more about your brand than your consumers do.
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Notes
Douglas Holt, How Brands Become Icons: The Principles of Cultural Branding (Boston: Harvard Business School Publishing Corp, 2004).
Louis V. Gerstner, Who Says Elephants Can’t Dance?: Leading a Great Enterprise through Dramatic Change (New York: HarperBusiness, 2002).
Jim Stengel, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies (New York: Crown Business, 2011), Chapter 7.
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© 2013 Nigel Hollis
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Hollis, N. (2013). Make the Most of Your Brand. In: The Meaningful Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-36559-0_15
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DOI: https://doi.org/10.1007/978-1-137-36559-0_15
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-59475-7
Online ISBN: 978-1-137-36559-0
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