It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
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Michael Beverland 'Brand Management: Co-creating Meaningful Brands'
Manage episode 447977842 series 2796573
Content provided by Sean Pillot de Chenecey. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sean Pillot de Chenecey or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Series Four
This episode of The New Abnormal podcast features Michael Beverland, Professor of Brand Strategy, Strategy & Marketing, at the University of Sussex Business School.
He's an innovator in marketplace authenticity and strategic design research, as well as cultural marketing insights.
Michael is also the author of 'Building Brand Authenticity: Seven Habits of Iconic Brands' and 'Brand Management: Co-creating Brand Meaning'. (Which provides an overview of the controversies and debates, leading thinking and enduring challenges in brands and branding, including historical context, cultural & critical perspectives).
We discuss all of the above, therefore including issues such as classic and leading-edge thinking relating to branding / strategy / marketing, along with how these subjects are currently taught in business schools. Michael is an expert in his field, so I hope you enjoy listening to (and learning from) him as much as I did!
184 episodes
Share
Manage episode 447977842 series 2796573
Content provided by Sean Pillot de Chenecey. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sean Pillot de Chenecey or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Series Four
This episode of The New Abnormal podcast features Michael Beverland, Professor of Brand Strategy, Strategy & Marketing, at the University of Sussex Business School.
He's an innovator in marketplace authenticity and strategic design research, as well as cultural marketing insights.
Michael is also the author of 'Building Brand Authenticity: Seven Habits of Iconic Brands' and 'Brand Management: Co-creating Brand Meaning'. (Which provides an overview of the controversies and debates, leading thinking and enduring challenges in brands and branding, including historical context, cultural & critical perspectives).
We discuss all of the above, therefore including issues such as classic and leading-edge thinking relating to branding / strategy / marketing, along with how these subjects are currently taught in business schools. Michael is an expert in his field, so I hope you enjoy listening to (and learning from) him as much as I did!
184 episodes
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Similar to The New Abnormal
It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
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continue reading
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continue reading
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