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What's wrong with brand-led?

Many successful businesses are brand-led. Brand is central to their thinking. But are there dangers in brand thinking?

In this article, Robert Jones suggests that brand may not be the centre of the organisational universe. How far do you agree? He proposes a model in which brand is less like the sun in a solar system, and more like the gravitational forces - how would you develop this model?

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This article is from the free online course:

The Secret Power of Brands

UEA (University of East Anglia)

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