oa Journal of Marketing - Anita Prendergast - develop your brand : 5 strong voices



When asked to write this piece, I toiled on what to say for ages. With a fairly good overview of the industry over the past 23 odd years, I have been fortunate to have explored several brand communication modalities. The main insight gleaned from start-ups to turnarounds, from global corporates to local organisations, is that it is the people that make it happen and sustaining a brand demands skill, courage, investment, originality and creativity.


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