Conscientious brands
What is a conscientious brand? This article explores the key features of a conscientious brand and the implications for brand management.
All posts tagged: Brand management
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).
Turning Discord Into Harmony
Ultimately, change is simply what happens to us all, all of the time. The lesson is not in the amount of change we can handle, but in the way we manage that change.