Brands are perhaps the most intuitive example of cheap interaction’s atomizing hand. Yesterday, they were a potent source of advantage. Today, the game has changed: investing in traditional brands is yielding fast diminishing returns, and leading more and more players directly into value destruction. That’s why it’s not just revolutionaries like Google, but also mass-market giants like Nike and P&G, who are rethinking orthodox branding.
The Shrinking Advantage of Brands
How to Build a Brand on the Web? Ask Unilever
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