PLEASE NOTE
Capital Ideas is now Chicago Booth Review but unfortunately original articles are no longer available. If you click through you will be taken to the Internet Archive site to find an archived copy.
Capital Ideas is now Chicago Booth Review but unfortunately original articles are no longer available. If you click through you will be taken to the Internet Archive site to find an archived copy.
Traditional branding strategy would say that a label should tell the consumer what the product is all about. New research suggests that just the opposite might be true–the consumer should see himself in the label.
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