Re-evaluating the importance of time
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.
- This could also be of interest