Abstract
Converse spends millions of dollars building and running world-class recording studios and giving free studio time to indie artists around the globe. Red Bull has a top record label, Jeep throws free secret concerts, Taco Bell gives out free music by indie artists. The list goes on of brands that are providing experiences and content for their consumers that don’t have anything to do with their core product. Brands are playing offense against the digitalization that’s changed their world.
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© 2016 Eric Sheinkop
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Sheinkop, E. (2016). Brands. In: Return of the Hustle. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-137-58202-7_3
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DOI: https://doi.org/10.1007/978-1-137-58202-7_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-84508-8
Online ISBN: 978-1-137-58202-7
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