Author Archives: Philippe Mihailovich

Mind the Gap! Branding Bridges in the Brain

Where the brand’s personality is seen to begin – often the first successful product – is critical to the brand’s credibility and its ability to stretch further over time. It’s all a matter of bridging the gaps in our minds so that we can accept and trust these brands in a new category.
Posted in The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Leave a comment