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
1. Branding unites people’s passions. People are not born financial creatures. We recognize that revenue and returns on investment do not concern the majority of people. Branding respects that we are passionate people who are inspired and who have freedom. Therefore, branding activities must be human and humane. Branding, not numbers, provides the interface between