Brands That Do: Building Behavior Brands

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Brands That Do: Building Behavior Brands

Susan Machtiger and Jaime Prieto OgilvyRED and Ogilvy & Mather

Time to be on your best behavior

Is it the "Great Age of the Brand," as business guru Tom Peters has declared, or is it the "Twilight of the Brands," as James Surowiecki heralded this past year in The New Yorker? These divergent views reflect the paradox of brand building today. Wha

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