Yo Basso
Apr 20, 2017

Branding versus campaigning: a case for brand governance

A marketing leader from Uber gives his personal view on the intersection of branding and politics.

Yo Basso

I've only recently realized that my love for branding and politics stems from the exact same placethe pursuit of power. The optics of the respective games look differentthe players, the rules, even the objectives feel distinct and foreign from one another. Maybe that's what has prevented me from making this connection sooner. But make no mistake about it, the essence of the game is identical the acquisition and retention of power, relative to your competitors. Since...

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