The First Law of Engaging a Community: Conviction

Chuck Brymer

Chapter Chapter 5 in The Nature of Marketing, 2009, pp 73-89 from Palgrave Macmillan

Abstract: Abstract What’s in a name? I spent a great deal of my career helping organizations answer that question, as the CEO of global branding consultancy Interbrand a few years ago. Our firm started out in the 1970s creating names and packaging for companies, and then creating brands, and more recently, helping clients understand and optimize the value of these brands.

Keywords: Brand Image; Music Player; Brand Community; Great Brand; Brand Identity (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1057/9780230227231_5

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