Brand Premium pp 193-205 | Cite as

Make the Most of Your Brand

  • Nigel Hollis

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

  1. 3.
    Douglas Holt, How Brands Become Icons: The Principles of Cultural Branding (Boston: Harvard Business School Publishing Corp, 2004).Google Scholar
  2. 5.
    Louis V. Gerstner, Who Says Elephants Can’t Dance?: Leading a Great Enterprise through Dramatic Change (New York: HarperBusiness, 2002).Google Scholar
  3. 6.
    Jim Stengel, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies (New York: Crown Business, 2011), Chapter 7.Google Scholar

Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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