Kunnskapsmagasinet Kristiania
Customers like brands that take a stance on issues. But our research shows a stance only works when customers see it is authentic. KNOWLEDGE @ KRISTIANIA: Co-Creation In 2017, Pepsi aired an advertisement featuring the celebrity endorser Kendall… Les mer
Brands are created through the interactions between the organization and its stakeholders. Thus, brand building involves less managing and more humility, listening and learning together with others. KNOWLEDGE @ KRISTIANIA: Brand Management Whose brand is it anyway? The… Les mer
