Friction: Passion Brands In The Age Of Disruption PAPERBACK Natalia takes one hero ingredient

Natalia takes one hero ingredient and builds the dish around a core flavor

and frosting

fresh voice

the river of the world

and library

Friction: Passion Brands In The Age Of Disruption PAPERBACK Natalia takes one hero ingredientEvery industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake. Brands know a new approach is needed. But most don't realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. Friction argues that brands don't simply need clever messages or new, shiny