This short paper discusses the evolution of branding and its projection in the near and distant future. In particular it examines and suggests why certain brands have become legends and common place e.g. Coca Cola, Mercedes, McDonalds etc. The authors start from Sapir-Whorf’s hypothesis for...

Numerous models for developing strategy, defining and aligning competitive advantage have been proposed over the years (and even centuries if we consider Arian, Sun Tzu etc.) including probably the most famous of all, the 5 forces model by Porter (P5F). With publications in the field of strategy...