1887

oa Journal of Marketing - What's in a Name? Sorry Shakespeare, but it's not a bed of roses : rice paper

 

Abstract

If a client ever briefs you to develop a new brand name, take my advice and head for the hills. Plead insanity, plead incapacity, plead anything - just don't take the brief.

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/content/mfsa1/2010/10/EJC75323
2010-10-01
2016-12-06
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