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Three practitioners take you on a theoretical journey to the depths of the brand universe. You'll be introduced to three new super models illustrating how brands aggregate value for brand owners, people and society. These models frame new ways to assess the value of brands, articulate smarter strategies and design memorable moments. The authors leave a smile in your mind as they weave neuroscience, micro and macro economics and complex systems into a narrative equally rewarding for finance as it is for marketing leaders. It's a brand-new way of thinking.