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Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world

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  • Gildenberg, Bryan

Abstract

In a world characterised by challenging economic conditions and rapidly changing consumer dynamics, marketers are going to be challenged to find new sources of demand to drive brand growth. This paper explores three important concepts marketers will need to harness to find growth in increasingly uncomfortable places: reach, resonance and returns.

Suggested Citation

  • Gildenberg, Bryan, 2016. "Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(3), pages 312-327, December.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:3:p:312-327
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    More about this item

    Keywords

    marketing; brand growth; reach components; cultural value; personalsation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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