While traditional branding focuses on the creation of external image through one–way, often manipulative communication (i.e. advertising), Connective Branding is about living the brand and radiating its core principles outwards to fulfil the brand promise. This requires a different and more engaging communications paradigm where the brand is delivered through every point of interaction with every customer and stakeholder, and where the focus of branding shifts from products to the company behind the product. " Fresh and fascinating with a host of in–depth best practice case studies. A must–read for every brand strategist, Connective Branding demonstrates how to accomplish the twin brand imperatives of brand engagement and brand alignment .” David Aaker, Vice Chairman of Prophet, Author of Brand Portfolio Strategy and Spanning Silos "Connective Branding presents a much...

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