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Five ways branding is changing

Link to an article by Robert Jones in the Journal of Brand Management
two girls talking drinking coffee

Here’s Robert Jones’s own view of the five ways in which branding is currently changing. This piece was written as an introduction to a special issue of the Journal of Brand Management.

How strong do you think his argument is? Which of these five shifts is the most important? Which ones are shorter-term fashions, and which are long-term changes? Why is this all happening?

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