It used to be that good brand management simply meant finding the right positioning, leveraging well-understood media channels and delivering solid quarterly returns. Not anymore.
Managing a brand today means navigating a rapidly shifting landscape of global issues, emerging technologies and newly empowered consumers. Brands are now contending with a complex mix of issues and market forces –faltering economies, climate change and social media as just a few examples – that makes even five years ago look like a simpler time.
Read the rest on Sustainable Brands.