put culture at the centre of your branding The Professor of Clinical Marketing at NYU, and one of the world’s leading experts on branding, recently predicted that 10 years from now there will only be two categories of brand – luxury and retail. He is predicting the end of branding as we know it. That […]

put culture at the centre of your branding The Professor of Clinical Marketing at NYU, and one of the world’s leading experts on branding, recently predicted that 10 years from now there will only be two categories of brand – luxury and retail. He is predicting the end of branding as we know it. That said, as at October 2018, there is still considerable merit in building a strong brand – whether it be a personal brand, a product brand, or a corporate brand. But how do you build the optimal brand? This is the fourth of 5 thoughts addressing this question.In the three years leading up to its sale of Zappos to Amazon in 2009, the business grew by 948%. Zappos was launched in 1999 and was sold to Amazon for US$1.2 billion just 10 years later. It is, today, the world’s largest shoe retailer. It is, by any…