Lo igual y lo distinto - Norberto Chaves
Fa 5 setmanes
In Conley’s view, corporate America is in thrall of the cult of branding and this has led to the abandonment of the “trusty, dusty principles of business — innovative products, good service, solid management” in favor of the “idealism of branding . . .” He berates executives for becoming “so focused on the strength of the all-encompassing idea — the brand — that they ignore the physical properties that compose it.” In other words, branding has become the quick fix that promises instant success: why bother with expensive improvements to products and services when a new logo, a ritzy strap line, and a brand guidelines book can do the job just as well and at a fraction of the cost?