BRAND COHERENCE IN TIMES OF CHANGE
Nanne Bos - Head of Global Brand Management at ING
Summary
In a world where markets, needs, and technologies change constantly, how can brands keep themselves coherent and flexible?
How brands manage to deal with change for their own continuous development is what makes the difference. What if you focus more on what stays the same rather than what can change while at the same time accept bold challenges like advertising in space?
Studies started to show that brands could have a higher impact on change than their governments. Learn more about the higher roles that brands can play in today’s changing society, inside-out and outside-in brand thinking, the importance of internal branding, and more from Nanne Bos, Head of Global Brand Management @ING.
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