Business Intelligence

Wharton On Marketing: The Brand, The Message, And The Medium

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Executive Summary

Whether it's through an online social network, the pulpit of a 2,000- member megachurch, or a 5-second "Adlet" on MTV, opportunities for brand communication have grown exponentially over time and are only limited by the imaginations of the marketing executives in charge of disseminating them. But are these newer methods of communication - along with the latest viral marketing techniques - successful brand builders? This paper is the compilation of articles from Knowledge@ Wharton, industry experts and Wharton faculty look at the latest in branding and communication strategies, offer insight on selling to the teen market, and discuss how, in the age of Vioxx and Martha Stewart, companies can salvage their brands when scandal strikes.

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