ZIBS: The Latest Collection of Branding Articles
The Zyman Institute of Brand Science at Emory University just put out a collection of branding articles:
- "Branding as Cultural Activism" by Douglas Holt
- "The CEO as Brand Guardian" by Will Rodgers and Christian Sarkar
- "In Search of a Reliable Measure of Brand Equity" by Jonathan Knowles
- "How Market-based Assets Generate Customer Value" by Raj Srivastava
- "Brand Hijack: When Unintended Segments Desire Your Brand" by Greg Thomas
- "ZIBSForum: The Power of Retail Branded Experiences" by Sarah Banick
- "The Power of an Emotional Connection" by William J. McEwen
- "ZIBSFORUM: Emotion Mining - Leveraging the Emotions Underpinning Brand Behavior" by Greg Thomas
- "Restoring the Power of Brands" by John Hagel III
[OK- so I wrote one of 'em.]
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