New Technologies and Branding
1. Edition February 2018
224 Pages, Hardcover
Wiley & Sons Ltd
ISBN:
978-1-78630-197-0
John Wiley & Sons
Between cases of study, theoretical panorama and practical reflections, this book gives brand leaders the means to defend their brand in a changing environment, where new technologies and manipulation techniques have rendered old defense schemes obsolete. Rather than suggesting a reflection from the point of view of the crisis, the authors deal with the question under another, broader theme: conflict.
1. Defining conflict
2. The places of conflict
3. The five actors of the conflict
4. The conflict is now Digital
5. Old Botox methods to digital
6. The new digital techniques
7. Act in conflict
2. The places of conflict
3. The five actors of the conflict
4. The conflict is now Digital
5. Old Botox methods to digital
6. The new digital techniques
7. Act in conflict
Philippe Sachetti, Associate Director.
Thibaud Zuppinger, Strategic Planner.
Thibaud Zuppinger, Strategic Planner.