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The One Thing You Must Get Right When Building a Brand
Barwise, Patrick; Meehan, SeanArticle HBS-R1012F-EMarketingIt's wrong to think we're entering a world in which traditional marketing activities will become irrelevant. Yet the scale and speed of social media make it urgent to get the branding basics right. Remember the internet-fueled backlash against Dell's flammable laptops and Kryptonite's expensive but easily picked lock. The obvious danger is failing to keep pace with social media developments. An equal, less obvious danger is getting distracted by ...Starting at €8.20