Balance of brand power tips to `wired' consumers

Mitchell, Alan
January 2000
Marketing Week;1/6/2000, Vol. 22 Issue 47, p28
Trade Publication
Discusses the role of interactive technology in ensuring total consumer control in consumer-centric branding. Idea that brands might represent people rather than products; Web sites allowing consumers to access customized newswire services; Role of the Internet in helping consumers market their custom; Products that will act as statements about the qualities and attributes of customers.


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