"MOST FIRMS KILL BRANDS WHEN THEY DON'T NEED TO".

An interview with GeniusWorks founder and chief executive officer (CEO) Peter Fisk is presented. When asked whether a dead brand having the appropriate values could become a good means of easily building a brand, he says yes. He also explains the importance of social media in brand development. He mentions his belief with regards to most companies' practice of killing brands when they should not have to.