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New in the Economist Edge series: how brands can create enduring bonds with customers and markets in the post-digital age of social influence. Brands are all around us, more entwined with our lives than ever before. They have the power to shape not just what we buy, but how we act and how we feel about ourselves. Knowing how brands are built and add value has always been an important business skill. But, as the rules of engagement shift and change, it's become crucial. No longer the exclusive preserve of marketeers and brand managers, we all need to understand the deep interplay between brands, consumers and society in general. With traditional communication channels imploding and internet platforms and influencers riding high, it's more important than ever that we focus on one key constant: brands only matter when they mean something to our consumers and customers. And that means understanding not just the dynamics of our markets, but also the fundamentals of human nature and behaviour. Branding that Means Business offers a new approach that will show you how to build a meaningful brand.
