Nov 6, 2008
Brand momentum is brand managment
Following up on The Brand Bubble Post a couple of days ago, John Gerzema has got his Brand Bubble Manifesto published on ChangeThis.
The Manifesto is a quickly read 16 pages, and after a slow start kicks in a lot of beautiful quotes at the end, explaining what, why and how to solve it:
- “Most enterprises are continuing to manage brands according to principles that have not changed for decades. Brand management is more like ‘brand maintenance’: It tries to control brands, creating consistency and predictability in a world that now demands businesses surprise, innovate, adapt and respond.”
“Today, brand momentum is brand management: Momentum that creates expectation and anticipation.”
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