August 14, 2017

In a recent article (“Brand over-reach: Dove’s ‘Real Beauty’ bottle shapes”), Doug Kessler discusses the way brands can over-reach – overstepping an ‘invisible line’ and suffering reputationally and financially as a result.   

The experiences of the brands highlighted by Kessler (Dove, United Airlines, Barclays, Pepsi) should serve as a warning for those of us working in higher education too. 

Certainly, our context seems ripe for a...

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