The Brand Challenge

Edited by Kartikeya Kompella

This book brings together some of the world’s leading brand experts to provide a unique examination of the nuances of buliding brands in particular sectors, from luxury goods to finance to not-for-profit. It enables the reader to gain a comprehensive understanding of how to build successful brands using proven strategies.

The chosen excerpt highlights the first two steps of brand innovation, as well as a mini-case study for Dove’s Campaign for Real Beauty.

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This an excerpt from Chapter 3 of The Brand Challenge: Adapting Branding to Sectorial Imperatives(978-0749470159) by Peter Fisk, edited by Kartikeya Kompella. Published November 2014 by Kogan Page. Copyright 2015 by Kartikeya Kompella and the individual contributors. Reproduced by permission of Kogan Page.



Kartikeya Kompella

Copyright © 2015 Kogan Page Ltd. All rights reserved.


Book Excerpts

"Great mix of technical info and real life experience to justify it. Easily the best guest lecture I’ve had in college. So relevant and informative."
— Student at Villanova University after AEF sent speaker from BBDO