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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2015) 31 (11): 40–42.
Published: 12 October 2015
... of convention where branding is concerned. Consistent communication and message clarity are supposed to pave the way to effective brand management. Yet on this evidence it seems that keeping things mysterious, indistinct and incongruous can be a more effective means of maximizing and retaining consumer interest...
