In 1931 a young P&G executive wrote a document which proved crucial to the formation of ideas about contemporary brand management. But attitudes about branding have since grown up around the memo’s opportunistic policies. This article deconstructs McElroy’s directives, reassessing our perspectives on how brands need to be viewed in today’s post-globalisation strategic universe.
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- Medinge member Nikolaj Stagis collects 2011 Danish Communication Award, for Stagis A/S's Movia project - November 26th, 2011
Stagis A/S, the ... - Medinge director Jack Yan to give two presentations in Melbourne this week - July 31st, 2011
Stockholm, July 31 M... - Six Medinge members quoted and cited in upcoming Viewpoint magazine - July 31st, 2011
Stockholm, July 31 F...
- Medinge member Nikolaj Stagis collects 2011 Danish Communication Award, for Stagis A/S's Movia project - November 26th, 2011
A new model for socially responsible brand management
This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).