Brand marketing has evolved from product-centric to consumer-centric to values-centric today. CSR (corporate social responsibility) has become an essential ingredient in the marketing strategy and an integral part of the…
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Preserving the “Face of the Brand”: Burt’s Bees and Ben & Jerry’s
The beauty of many entrepreneurial start-ups these days is that their brands can be so refreshingly eccentric and charming. Often, they succeed by creating new space in mature categories that…
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