Claudia Fisher | Christine Vallaster • Connective Branding

Building Brand Equity in a Demanding World
While traditional branding focuses on the creation of external image through one-way, often manipulative communication (i.e. advertising), Connective Branding is about living the brand and radiating its core principles outwards to fulfil the brand promise. This requires a different and more engaging communications paradigm where the brand is delivered through every point of interaction with every customer and stakeholder, and where the focus of branding shifts from products to the company behind the product.

Wiley, Hardback with protective cover, english, 358 pages

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Claudia Fisher | Christine Vallaster • Connective Branding

Claudia Fisher | Christine Vallaster • Connective Branding

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