Getting the Green Light for a Brand Refresh - You may understand the value of a potent brand, but your top management may not. A key factor in winning agreement for a rebranding is to treat the process as a strategic rather than as a tactical initiative.
| Year of publication: |
2011
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| Authors: | Jacobs, Rick |
| Published in: |
ABA bank marketing : the premier source of innovative marketing for the financial services industry. - Washington, DC : ABA Marketing Network, ISSN 1539-7890, ZDB-ID 20619030. - Vol. 43.2011, 9, p. 14-20
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