Re-evaluating the importance of time

Date of publication: September 1, 1998

Company: Ipsos MRBI

Author: Martin Oxley


This paper is mainly philosophical in nature. It shows that there are a number of concepts within the theory - and application - of evolutionary biology that can provide insight into some of the problems of brand management in a dynamic environment. It draws on the notions of brand life and extinction. It describes an analogy between living things and markets since they can be thought of as going through a cycle of birth, growth, maturity, decline and even death.

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