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strategy and business

Allen G. Baum

All articles by Allen G. Baum

Brand Zealots: Realizing the Full Value of Emotional Brand Loyalty

Great brands have fanatical followers who can insure the brand endures. Make sure your biggest fans don't become your greatest enemies.
October 1, 1999  - by Horacio D. Rozanski, Allen G. Baum, and Brad Wolfsen