Brand Fusion

Brand Fusion: Purpose-driven brand strategy explores the symbiosis of theory-based, practice-informed, and applied strategic brand management, providing an intellectual, sociological, and philosophical inquiry, as well as being a practical manual analysing how companies and consumers co-create and build sustainable brand meaning with purpose. It presents the application of insight from data-driven, customer-specific marketing research, offering both a descriptive and prescriptive mixture of contextual experience and theoretical expertise. Researched and written as an academic text for Masters' level and Executive Education, the book's theory-practice approach lends itself to a broader practitioner/executive education market that wants actionable practical insight, grounded in robust, accessible theory. As evidenced in the book's omni-subject 'fusion' approach, the authors have extensive expertise and experience in the broad conceptual, practical, and pedagogical aspects of marketing as students, managers, authors, academics, consultants and teaching across a broad marketing spectrum at every level of undegraduate, postgraduate and post-experience. Through Williams' FUZE - a unique company that specialises in (experience management) insight-driven continuous improvement through embedded organisational learning - the book draws on expertise in evaluating customer-culture-employee experiences against organisation's branding strategy through target learning, featuring a unique blend of targeted 'empirical case data', cutting-edge methodologies, and academic expertise.