Breaking free from the industrial age paradigm of branding
Christodoulides, G. (2008) Breaking free from the industrial age paradigm of branding. Journal of Brand Management, 15 (4). pp. 291-293. ISSN 1479-1803
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To link to this article DOI: 10.1057/palgrave.bm.2550134
The paper aims to inform readers of the themes that emerged at the 2007 Thought Leaders International Conference on Brand Management and challenges academics and practitioners to rethink the basics of branding. The paper encourages academics and practitioners to escape from the continued confines of industrial age branding and the ‘influencing’ mindset and embrace the age of openness and co-creation. It is argued that we need to evolve from the industrial age paradigm of branding that informed brand management for decades and adjust practice and research accordingly.