There are two ways to address a brand image crisis: redesign the actual product or redesign people's expectations around the experience of consuming the brand. Here are five brand image revitalization tactics Apple will use next.
For Schulich Marketing Professor Markus Giesler, marketing is not the art of satisfying consumers. It’s the art of assembling markets. Is this why some of the world’s most successful companies are adopting his breakthrough approach? A journey into the world of market systems.