MANAFU*

In love with brands

Interview Kevin Roberts CEO Worldwide Saatchi & Saatchi for Cristian Manafu, Biz Magazine, Romania 30 August 2004 How has the notion of ‘brand’ changed in the past years? What is a brand today? In the late twentieth-century companies competed for recognition, respect and trust. This was a tough, uncompromising contest ruled by expectation and won through clarity of purpose, consistency of meaning and restless leadership. The race to brand led to commodification – the erosion of distinctions, rapid imitation of Mai mult ››