Sep 1, 2016
Stanford Offers Insights Into Future of Authentic Branding
The Stanford Graduate School of Business recently published an article, written by Steve Hawk, about research Professor of Organizations Glenn R. Carroll has undertaken into “the origins, advantages, perils and future of authentic branding.” Authentic branding—that is, using the claim of being authentic as a selling point—is a technique commonly used by restaurateurs, furniture-makers, beer manufacturers and others.
