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Robert Jones

Five Substantial Shifts in Branding That Might Be Revolutionary

From persuasion to platform, from positioning to purpose, from consistency to experimentation, from control to liberation and from ownership to ‘boundarylessness’ — these are the crucial shifts in branding theory spotted over the 20-year career by Robert Jones, head of new thinking at a brand and innovation firm Wolff Olins and visiting professor at UEA, published in the current issue of the Journal of Brand Management.

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Posted on 12/05/201211/13/2014 Consumer InsightTrends
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