Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world

Bryan Gildenberg

Journal of Brand Strategy, 2016, vol. 5, issue 3, 312-327

Abstract: In a world characterised by challenging economic conditions and rapidly changing consumer dynamics, marketers are going to be challenged to find new sources of demand to drive brand growth. This paper explores three important concepts marketers will need to harness to find growth in increasingly uncomfortable places: reach, resonance and returns.

Keywords: marketing; brand growth; reach components; cultural value; personalsation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:3:p:312-327

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