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02. December 2011 | 0 Comments
By Bradley Googins and Philip Mirvis Holiday shopping season is upon us and businesses have spent a fortune to give their brands (and the company behind them) a distinct personality. Their logic: consumers want "stuff" that makes them feel cool or exciting or maybe secure, sophisticated, or powerful and top brands, gift wrapped or not, promise to deliver what they want. Business knows that investments to enhance a brand's functions, features, and emotional appeal translate into big profits. Meanwhile, as this is also the season of thanks and charity, a firm's largesse extends to holiday parties and CSR. [more]
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