Fashion Posted on December 6, 2012 – 15:56 in Fashion | Calum

Brand Authority and Substance

“Brands often make the mistake of believing it is the consumer who must behave in a certain way. They believe it is a case of reminding people they exist via a short-term marketing campaign. In the case of many brands, it’s more about getting back to their core substance and what gives them authority.”  This is a short excerpt from the first of a series of lectures by Bob Sheard of FreshBritain. If you’re into brands or apparel, you’ll find this incredibly insightful; I certainly did.

You can read the full lecture, including a fascinating Nike ACG story, here.

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