“The main idea behind the book is to generate new ideas and look at creating a new path towards branding and innovation in a world that is as globalized as it is today,” said the statement.
The book includes interviews from Kevin Lane Keller, The Tuck School of Business, Dartmouth College; David Aaker, Haas School of Business, University of California, Berkeley; Jagdish Sheth, Goizueta Business School, Emory University; Don E Schultz, Northwestern University; Rod Brodie, University of Auckland Business School, New Zealand; Rajendra Srivastava, Goizueta Business School, US; Leslie de Chernatony, Birmingham School of Business, Birmingham; Leo Berry, Oklahoma State University and Bernd Schmitt, Columbia Business School, New York, stated the release.