Dimensions
152 x 229 x 20mm
Marketing expert John Winsor makes a powerful case that consumers have developed a "brand immune system" that only magnifies the problems involved with branding today. Instead of focusing on branding efforts, he explains, companies must learn to use "bottom-up" tools to co-create new products and marketing strategies with their customers. It's about getting out in the streets and spending time with right customers in their worlds, creating essential foundations for breakthrough innovation.
'Beyond The Brand' provides case studies, as well as practical step-by-step methods to fuel real product and marketing innovation.
