Give Them Something to Believe In: The Value of Brand Culture.
March 2, 2008
Brand Culture is a new model of branding which draws upon the anthropological concept of culture. It replaces the current model, which depends upon a manipulative and controllable external brand image.
To download paper CLICK on link below (Adobe Acrobat Reader required):
http://www.brandchannel.com/images/papers/405_BrandCulture_final.pdf>
Courtesy of http://www.brandchannel.com
