ESOMAR Congress 2008: The example of celebrities and other theories of branding

Geoffrey Precourt, US editor of WARC Online, reports on a link between celebrities and consumers’ identities, and on the importance of staff-led branding. This is one of a series of edited extracts from the 2008 ESOMAR Annual Congress in Montreal.

This is one of a series of edited extracts from the ESOMAR 2008 Annual Congress in Montreal. Other articles cover: