Date of publication: June 15, 1992


We have a problem: Due to the shortening average lives of products and the fast growing variety of products in the marketplace, the cash flow from an increasing number of (manufacturer-owned), branded products is no longer able to either cover their current marketing cost or to recoup the front-end investment in them. The solution for brand owners is to reverse the relationship between their brands and their products: No longer should a brand be a function of a product, rather, products must now be managed as functions of a brand. What makes this solution realisable is that with a brand you can do anything you like. Almost.

Martin van Mesdag


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