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This month Strategist asks: How can brands re-invent themselves for the 21st-century?

Brands are hugely important to every business. With no brand, you're just selling on price to customers who might disappear at any moment. With the right brand, you can sell at a premium, to loyal customers.

In a world where consumers don't trust big corporations, where they don't pay attention to advertisers, and where reputations can be trashed in an instant by bloggers, the way you build and promote brands is changing all the time.

You have to update your values. You need to use social networks. And you have to find new ways to get your message through to people.

Matthew Lynn discusses how can brands re-invent themselves with his guests Alan Flack, Strategic Brand Manager at IBM, Clint Witchalls, a senior editor at the Economist Intelligence Unit and Janice Warman, the deputy editor of Spectator Business.

Spectator Business June 2008

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