Intelligence Unit Special Reports Special Events Subscribe Sponsored Departments Follow Us

Twitter Facebook LinkedIn RSS

Building a generous brand

Advertising Age, May 6, 2009
Creating a strong brand message isn't enough in today's competitive market. Brands must be generous and provide an added value in the life of its audience, whether that value is related to entertainment, social, or beliefs. Consumers won't purchase a product merely because they recognize the label, they must have positive feelings associated with it.