Linda Boff — The Eight Mantras of Branding
Linda Boff — The Eight Mantras of Branding
Linda Boff, CMO of GE, believes corporations need to be human in order to market themselves effectively. From encouraging different points of view to thinking about "mindshare" instead of "marketshare," brands today must approach marketing in an entirely new way than previous generations. Every brand in the world can tell their story in an interesting way, and Boff has led GE to do exactly that.
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