Do brands really create value? Will Old Spice's tornadic viral campaign and sudden "influence" improve Procter & Gamble's bottom line?
Actually a number of events and trends have conspired like a perfect storm over the last several years to put brands and their stewards on the hot seat. Recession has reduced marketing departments and dollars and undermined CMO confidence and stature. Toyota and Tiger have themselves punctured legendary brand infallibility and auras of trust. Famous Detroit...
Published on July 20, 2010 10:16