032 | Global Brands are built by Bus Drivers: how managers should look after brands for the next generation | Part 1/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
MAFFEO DRINKS
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Revitalizing Brand Saliency
This chapter explores the importance of brand saliency in consumer decision-making, emphasizing the need for strong brand associations and relevance. It discusses strategies for revitalizing established brands by understanding their historical strengths and adapting to modern demands. The chapter also highlights the balance between external promotion and internal identity, advocating for a deep engagement with a brand's narrative to maintain consistency and connection with consumers.
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