Place branding, as it is generally practised, can be a waste of taxpayers' money. Nicholas Ind says the model should be more participative, and that place branding should be at the forefront of democratization and engagement.
Happiness is an illusory ideal which is neither the basis for working in an organization nor for managing it. It is more about the quest to find meaning in our lives and to attain a sense of fulfilment.
This paper challenges ideas about resistance to change and by implication, the traditional model of brand building which suggests the dominance of the organisation in controlling a brand. In its place we will stress the value of movement and difference – both of which are inherent in people’s relationships with brands
The argument of this paper is a simple one: creating value for customers is an organization-wide responsibility. The author reconsiders the market orientation papers of Narver and Slater and Kohli and Jaworski and introduces the concept of Participatory Market Orientation.
This paper argues that rather than relying on the abstraction of research to get close to the customer, brand managers should work at building genuine relationships with customers by opening up the boundaries of the organization
Nicholas Ind ,
Aug 12, 2007
esto seria un modal remodelado