I uploaded my Master’s Thesis, called A CONCEPT ANALYSIS ON MODERN BRANDING – Defining Key Concepts in Mind-Share, Emotional, Viral, and Cultural Branding, to my server. It’s 124 pages all in all, and it received the grade 80/100 from the Helsinki School of Economics’ marketing department (read: a good grade).

Why should you read the thesis? Well…

• if you think brand managers can totally control their brands, then you need to read this thesis
• if you think consumers are in total control of brands, then you need to read this thesis
• if you want to know what should you take into account when your brand matures and why, then you need to read this thesis
• if you want to understand why advertising constantly keeps losing its power and what you can do about it, then you need to read this thesis
• if you want to know why people driven brands seem to succeed where as more resource-rich and bigger brands are faltering, then you need to read this thesis
• if you’re want to know why forgetting about making money for a while might be the best business decision you’ll ever make, then you need to read this thesis
• if you want to know what Viral Branding REALLY means, and what it means for your business, then you need to read this thesis
• and above all, if you think that a “brand” is just “value added to a product”, then you DEFINITELY need to read this thesis

And as a teaser, here is the main finding of my thesis, communicated as shortly as I possibly can in visual format:

Enjoy, and please give feedback and challenge my ideas, if you dare!