Monday, July 06, 2009

'Branding' in marketing

Book Mark
In Search of the Obvious
Jack Trout
(Westland)

When branding runs aground

Branding has become a subject in marketing that has been turned from a molehill into a mountain, rues Jack Trout in In Search of the Obvious (Westland). The subject of branding has spread from products to rock groups, movie stars, and even symphonies, he notes. “Maybe it’s time to cut through all the silliness and clarify things.”

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