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Brand Strategy in the Relationship Economy

by John Wittenbraker and Helen Zeitoun

Traditional approaches to brand management have been more brand-centric than consumer-centric.  GfK’s new brand management framework reverses this to focus on the social and emotional role brands play in consumers’ lives.

In our presentation at the Advertising Research Foundation (ARF) Re:think conference last month, we outlined this new approach and shared findings from a recent study of social media brands in the UK.   We also filmed this video overview of our presentation while perched above Times Square, the mecca of the traditional brand-centric world, to illustrate how understanding the brand relationship journey can reveal powerful insights about brand strategy.

To learn more about our brand relationship approach, check out John’s presentation at last year’s ARF Re:think.

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