Marketing

In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential.

Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.

Brand Revolution goes against the traditional approaches to brand management, and shows the need for a radical shift in the way we think about marketing. It puts into practice an original method developed over years of consulting with some of Europe's top luxury brands, as well as the author's experience teaching business and marketing to students and professionals in Europe, the UK, and the United States.