Conclusion
How do brands get into trouble? What are the rules for brand revitalization? Why do some brands revert to bad habits? Once out of trouble, how can brands stay out of trouble and live forever? That is what this book is all about.
When we look back at the sea of changes between 2009 and today, it is startling to see the ways in which brands have evolved, positively and negatively. Technology, digital devices, mobile devices, social and economic upheavals, changes in the way people relate to one another, fractionalization of marketing, and media have altered the way we market brands. The pull of the three forces of globalization, localization, and personalization has offered new and exciting possibilities. Changing demographics, loss ...
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