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Brand Success Through Coolness and Authenticity

Margaret C. Campbell, University of Colorado-Boulder

Consumers covet cool. Because of consumers’ desire for cool brands, many brands strive to become cool in consumers’ eyes. Meg Campbell will discuss how autonomy and authenticity influence coolness and how firms can draw upon each of these to build strong brands.

Related Conference:

Fall 2017 Board of Trustees Meeting: Marketing in the Crossfire

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