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Gaining Your Unfair Share of Attention: Decentralizing the Concept of Brand

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AUTHOR(S):

Larry Keeley, President, Doblin Group

 

The trends to decentralize have an impact not only on corporate organizations, but also on the brands companies manage. Citing myriad examples, Larry Keeley comments on various strategies for extending the “bandwidth” of brands, simultaneously warning cor

 

PUBLISHED: 1992

 

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