BOOK REVIEW: 'Connective Branding' by Claudia Fisher-Buttinger and Christine Vallaster
Title: Connective Branding
Authors: Claudia Fisher-Buttinger and Christine Vallaster
Reviewed by: Graham Ellor, director of planning, TDA
Oh no! I thought when asked to review a book on branding. I had images of wading through the same old principles rehashed to sound fresh and innovative. When I read the prologue and introduction, I felt my worst fears were about to be realised. Here were the familiar themes of brands addressing multiple audiences and organisations living their brand values.