Description: If it ainÃ¢â‚¬â„¢t broke, donÃ¢â‚¬â„¢t fix it, is such a clichÃƒÂ© that it has spawned its own clichÃƒÂ©: If it ainÃ¢â‚¬â„¢t broke, break it. Unfortunately, thatÃ¢â‚¬â„¢s just what many companies do unwittingly to their branding programs, playing into the hands of public enemy No. 1 in todayÃ¢â‚¬â„¢s marketing environment: fragmentation.
Date: May 10, 2012
Questions for Discussions:
- What is the fundamental strategic issue addressed in this article?
- How does the author suggest it can be resolved? Do you agree?