Connective Branding is built on Brand Engagement and Brand Alignment as the two key drivers of brand equity and entails a number of shifts from traditional branding, including Broadening of audiences - moving beyond a sole focus on the customer and building brand-consistent relationships with...

Scanning both the academic and popular business literature of the last 40 years in a search for indications of how to be most successful in business must leave any reader in a puzzled state of mind. "Being close to the customer", efficient consumer response, Total Quality Management, shareholder...