FUSION BRANDING (2nd ed)

Nick Wreden passionately believes that is is time for CEOs/CFOs and brand managers to speak the same language.

Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sutainability.

Fusion Branding represents an innovative, comprehensive approach to brand building.

It reflects the integration - or fusion - of traditional marketing with technology, measurement and operations.

It fuses customer requirements and organisational capabilities to deliver value; it shows how to interlink online and offline branding and how to ensure that employees and managers focus on the same customer goals.

As a result, Fusion Branding sets strategies for today's customer economy and the emerging demand economy, builds profitable customer relationships and enables brand management and growth based on data, not opinion.