PART I
SETTING THE STAGE
Chapter 1 Market forces
We discuss the four key market forces that have created the necessity to adopt new paradigms for successful and strong brands – an environment of distrust; the Internet “megaphone”; control issues caused by an increasingly global economy and the outsourcing of critical processes; the growing sustainability imperative.
Chapter 2 Emerging strategies to address market forces
We describe how companies have started to react to these market forces. We discuss emerging sustainability strategies, emerging online strategies, emerging corporate branding strategies and a new focus on authenticity, providing examples and analysing perils and benefits.
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