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Cultural anchoring

Managing the complexities of brand architecture has never been more challenging. Product commoditisation and competitive intensification have heightened the importance of building deep brand connections with target audiences. Meanwhile, market...

Catalogue: Congress 2014: What Inspires?
Authors: Neale Cotton, Julian Dunne
Company: The Lab Strategy & Planning
June 15, 2014
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Citation

Cotton and Dunne (2014a, June 15). Cultural anchoring. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/cultural-anchoring-8177