RT Journal Article SR Electronic T1 Radical Brand Evolution: A Case-Based Framework JF Journal of Advertising Research JO J Advert Res FD WARC SP 201 OP 210 DO 10.1017/S0021849905050221 VO 45 IS 2 A1 Bill Merrilees YR 2005 UL http://www.journalofadvertisingresearch.com/content/45/2/201.abstract AB This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importance of nonmarketing touchpoints such as customer service departments and the actual in-store experience continues to increase, marketing is challenged to step beyond its traditional role to prove its value in generating business growth. Toward achieving this end, marketing must respond to three key challenges: the ability to maintain superiority, the need for achieving returns with fewer resources, and finding ways to manage the expanding complexity of today’s customer touchpoints.