A few years ago, I remember someone mentioning to me a paper by/interview with a researcher who claimed the concept of brands has been a red herring. Basically, he said that brands don't work and never have.
That is as much as I remember.
Do any of you know of a paper/interview on such a topic?
(Even if you don't know the specific one I so vaguely described, do you know any like it?)
3 comments:
Nope. Hope you find it. Sounds like a good read.
might this help?
http://www.gapingvoid.com/Moveable_Type/archives/004689.html
Thanks Duncan.
That wasn't the one I was thinking of, but it was certainly a good one!
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