Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face.
In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance.
Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competi.
Kogan Page Building brand experiences: a practical guide to retaining brand relevance, paperback/darren coleman
