Insights Review

CCI fellows are constantly adding to the knowledge about customer behavior and trends. The CCI Insights Review synthesizes their research and makes it accessible to the broader marketing community for real-world application.

Posts categorized "Brand Permission"

December 12, 2011

History is littered with cases of adventurous marketing initiatives that crossed consumers’ limits of acceptance. Often, it is not because these ideas were unwelcome or the firms did not have the capability to deliver on the core benefit. Rather, these cases can be viewed in terms of a lack of permission for the brand to conduct specific initiatives.

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