All articles by Brad Wolfsen
Brand Zealots: Realizing the Full Value of Emotional Brand LoyaltyOctober 1, 1999 Great brands have fanatical followers who can insure the brand endures. Make sure your biggest fans don't become your greatest enemies.by Horacio D. Rozanski, Allen G. Baum, and Brad Wolfsen
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Now is the time to shift focus from crisis mobilization and stabilization to a new set of more enduring, strategic goals.