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Wherefore Art Thou, Brand?

We’re loath to admit it, but our branding world is in a state of utter disarray. Consumers have more ways to interact with businesses, and they possess more numerous and easy-to-access ways to switch that interaction between providers. Too much detail and too many variables make every interaction unique; life is just inherently complex and messy, and our old presumptions about the power and relevance of branding have a diminishing influence on the when, where, or why of consumption. So consumers have become harder to reach, more difficult to convince, and nearly impossible to keep loyal.

Check out the current issue and more at!

The Conference Board Review (4 pgs)
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