Connective Branding is built on Brand Engagement and Brand Alignment as the two key drivers of brand equity and entails a number of shifts from traditional branding, including Broadening of audiences - moving beyond a sole focus on the customer and building brand-consistent relationships with...

Engaging with Stakeholders: A Relational Perspective on Responsible Business contends that meaningful and constructive stakeholder engagement efforts should be rooted in a deep relational process of shared understanding, expectations, and viewpoints, through honest, continued dialogue between...