From Great to Gone: Why FMCG Companies are Losing the Race for Customers - Mr Jimmi Rembiszewski, Prof Dr Peter Lorange - Google Books

https://books.google.de/books?id=Jr2SAwAAQBAJ&pg=PA73&lpg=PA73&dq=%22perry+ellis%22+%22tom+ford%22+%22dawn+mello%22&source=bl&ot

The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great…