"The lifeblood of brands is the next big idea"
You have often said that marketing is no longer about building the brand. It is about brand defense. Could you elaborate on that?
The argument that we make in the book is not that people should abandon building the brand but they should compliment the activities around brand building with activities around defending the brand. The book talks about what kind of activities people can take to defend themselves against brand saboteurs-individuals or organisations who either deliberately or unintentionally can hurt the brand. We teach them about putting defences in place so that all the hard work that companies have invested in brand building doesn't get waste.
What are the broad categories that brand saboteurs can be divided into?
In the book, we talk about people who are inside your borders which include employees, senior executives, value
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