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Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world
In a world characterised by challenging economic conditions and rapidly changing consumer dynamics, marketers are going to be challenged to find new sources of demand to drive brand growth. This paper explores three important concepts marketers will need to harness to find growth in increasingly uncomfortable places: reach, resonance and returns.
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CitationGildenberg, Bryan (2016, December 1). Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world. In the Journal of Brand Strategy, Volume 5, Issue 3.