Brave New Marketing World: From Chaos to Order
Category: BUSINESS
The digital revolution has intensified the clash between the top-down and bottom-up brand-building models: the former is fueled by clarity of message, which is articulated by the manufacturer; the latter is unpredictable, on the street, of and for the people.
By Tom Doctoroff, ContributorBrand advocate, corporate leader, Chinese consumer expert, 2014-07-25