Why are retailers so interested in celebrity licensing programs when many of them (actually, most of them) fail (if they even get off the ground)?
NEW THINKING
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Michael Stone, Author at Branding Strategy Insider
We can all remember brands we loved (or not) that have disappeared.
Consumers today have immediate access to troves of information about any product, so in theory, they no longer need to rely on the good name of established brands to guide decisions on what to buy.