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Maintaining a Unified Brand in a Fragmented World - Dae Ryun Chang and Don Ryun Chang - Harvard Business Review
blogs.hbr.org
Added by
Zeph Snapp
@ZephSnapp Dec 17 2012
in
Branding
How can brands nimbly navigate the difficult waters of increasingly fragmented markets? How can brand managers win back some of the control they have lost to consumers in the age of social media? Take for instance the Gap logo fiasco. The company had to pull back its new logo in the face of intense online backlash from consumers who wanted to keep the old one. Continue Reading
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