David Aaker: “Father of Modern Branding” and AMA Marketing Hall of Fame® Inductee
Guy Kawasaki's Remarkable People
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The Brand Community
In terms of functional benefits, that's going to evolve and most of the great brands evolve over time. But in terms of organizational aspects of branding, I think the really great brands have had some good ideas or policies and values right at the outset. Do you think that ultimately the company creates and controls the brand or customers decide when the company has to basically react?
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