Brand That Breathes- Future Great Brands will be Living Systems

This book aims to discuss and answer "e;Why the Next Great Brands Will Be Built Like Living Systems, Not Like Monuments?"e;This book is an argument. The argument is that the fundamental metaphor most brand builders carry in their minds, the metaphor of the brand as a building, a structure, a fixed thing, is wrong. And that the wrongness of the metaphor is producing the wrongness of the strategy. W...