Today’s customers reject that authority, and at the same time require a measure of control over the products they love. They no longer buy brands. They join brands.
Brand building is not same now, like earlier when you simply spray TV ads and pray for results. In Marty Neumeier’s Book The Brand Flip, he has listed 10 new realities and he suggests, for sustaining your brand in the digital age you require to understand and adopt these in your businesses.
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