Smith Business Magazine: Fall 2013

Conspicuous Branding is Annoying

If you’ve got it, don’t flaunt it. That’s the conclusion Smith School researchers came to when they studied how people display the brands they use. 

According to the study, people boasting the brands they use in a conspicuous manner – such as name-dropping their designer handbag label or wearing Gucci sunglass indoors – is a turn-off for many others.

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