Thursday, September 13, 2007

Collaborative branding discovers, delights, and satisfies


Living Brands
Raymond A. Nadeau


Be there. Be real. These are the first two of the six secrets that Raymond A. Nadeau discusses in Living Brands ( http://www.tatamcgrawhill.com/). “Becoming a legitimate part of people’s lives is the new minimum price of brand entry and is the only method for a brand’s sustained longevity.” Being there is critical; because it is no longer news that brands have evolved “from being products with purely functional benefits into highly emotionalised personalities that represent an entire intimate lifestyle to consumers.”

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