Our Vice Chair Dr Keith Glanfield of Aston University’s marketing and strategy group is in the news again with an article on branding published on The Conversation news website.  This well regarded content site takes University research and comment, presenting it to news organisations for onward use.

This article follows the recent publication of a feature in BQ magazine about research on the fundamentals of measuring brand equity, sharing research from Aston Business School and Harris Interactive.

The Conversation piece explores what useful insight about branding businesses can get from political campaigners.

Keith asks: Why on earth would business turn to politics and politicians for marketing advice? Or potentially base their strategies for market disruption on the actions of political leaders and their campaigns?  He concludes by offering four simple principals which could be used to transform a brand’s success.

Click here to read the article in The Conversation.