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The Medinge Group: discussing brand innovation

Ujournal, Stockholm School of Economics,
Issue no.6, October, 2006, Author: Sergei Mitrofanov

This autumn, at Thomas Gad‘s house in Medinge, Sweden, a meeting of the leading brand consultants who are members of the Medinge Group took place. The discussion about innovation and branding was recorded by Sergei Mitrofanov, COO, Brandflight, Moscow.

“So you might have an organization that innovates well, but the innovations do not necessarily form a cohesive whole that the organization can use. Brand can make sure that when the innovations do happen, it may not make more innovations happen, it will make those happening be more consistent…”

Patrick Harris

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