The Brand’s Genetic Clock

Michele Fioroni and Garry Titterton

Chapter Chapter 5 in Brand Storming, 2009, pp 40-47 from Palgrave Macmillan

Abstract: Abstract Like all living organisms, brands need to develop relations with their surrounding environment. Interacting with their environment, brands adapt to change through a process of constant learning. As in the natural process of evolution of the species, only those brands which adapt easily to changes in the environment by applying acquired knowledge are able to survive and regenerate: the great brands therefore are those which, thanks to this process, are able to develop new skills to cope with the changes which characterize the evolution of society and therefore of markets.

Keywords: Genetic Code; Great Brand; Darwinian Concept; Intergenerational Learning; Vivid Imagination (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_5

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DOI: 10.1007/978-0-230-23351-5_5

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