Michael Beverland 'Brand Management: Co-creating Meaningful Brands'
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Michael Beverland 'Brand Management: Co-creating Meaningful Brands'
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Series Four
This episode of The New Abnormal podcast features Michael Beverland, Professor of Brand Strategy, Strategy & Marketing, at the University of Sussex Business School.
He's an innovator in marketplace authenticity and strategic design research, as well as cultural marketing insights.
Michael is also the author of 'Building Brand Authenticity: Seven Habits of Iconic Brands' and 'Brand Management: Co-creating Brand Meaning'. (Which provides an overview of the controversies and debates, leading thinking and enduring challenges in brands and branding, including historical context, cultural & critical perspectives).
We discuss all of the above, therefore including issues such as classic and leading-edge thinking relating to branding / strategy / marketing, along with how these subjects are currently taught in business schools. Michael is an expert in his field, so I hope you enjoy listening to (and learning from) him as much as I did!