We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

About the Author

GARRY TITTERTON has thirty years of experience in the world of communications and brand management. He has been President and CEO of D'Arcy Asia Pacific and has contributed to the global development of several important brands. He also served on the US Advertising Association's Advertising Effectiveness Awards Judging Panel. Titterton was previously, a member of the Royal Institute of Marketing, and he was a member of the American Chamber of Commerce Marketing Committee for three years whilst in Tokyo. He was also visiting professor on the Executive MBA course at Tonjin University in Shanghai. Titterton has written articles in publications ranging from The Wall Street Journal to Far East Economic Review as well as respected marketing publications in UK, USA, Italy, and Asia. He was also a regular contributor to CNBC's Story Board TV programme which covered marketing and advertising issues in the Asia Pacific region. He was the keynote speaker at the 2000 Asia Pacific Marcom Conference held in Hong Kong.

MICHELE FIORONI is a highly respected academic who also consults with companies in Italy. He has gained extensive experience over the years in retail and food marketing. He teaches Marketing and Retail Marketing at Perugia University and collaborates with several Italian Business School as well as being an appreciated keynote speaker. He is a member of the scientific commitee of Popai (Point of Purchase Advertising International). Hislatest book, The Shopping of Experience has attracted notable interest in the academic and professional fields.

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