Abstract
I remember as a kid growing up, discarding my Larry Bird Converse sneakers for the latest pair of Nikes. I really did think they made me jump higher and shoot the basketball better. I would later learn when I entered the ad business that it was all about branding.
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Notes
Hidalgo, “Nike Marketing: Letting the Consumer Decide” (Association of national Advertisers’ Masters of Marketing conference, Orlando, FL, October 13, 2008).
Chris Anderson, The Long Tail: Why the Future of Business Is Selling Less of More (New York: Hyperion, 2006).
Olek, “The World Cup Brand Winner: Adidas or Nike?” HBR.org, July 9, 2010.
Casey Chan, “What Facebook Deals with Everyday: 2.7 Billion Likes, 300 Million Photos uploaded and 500 Terabytes of Data,” Gizmodo.com, August 22, 2012
Matt Wilson, “Huffngton Post to Ax Anonymous Comments,” Ragan’s PR Daily, August 23, 2013
Report prepared by Carleen Hawn, Susanna Hamner and Erick Schonfeld, How to Succeed in 2007, Business 2.0 Magazine, February 28, 2007.
Donaton, Madison and Vine (New York: McGraw-Hill, 2005).
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© 2014 Antony Young
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Young, A. (2014). The New Media Playbook. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_3
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DOI: https://doi.org/10.1057/9781137447715_3
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