George Bernard Shaw straightforwardly (if not rightfully) claimed once that youth is wasted on young people. The same can be claimed about Branding and its sole owner up to now….the Brand Manager. Simply put, branding is too big an issue to be kept solely in the custody of brand manager. Two person should immediately chip...

For years, the conventional wisdom told us not to out-smart the customers. It told us customer is king, and we should succumb to his / her every whim. What it also meant was putting customer in a sort of super human category, where cognition-wise, he is always at a higher level than the marketer. The...