Retailers Can Learn From Urban Legends

Supermarket operators can create memorable messages that resonate with customers and employees by using some of the same principles that make people remember urban legends, Chip Heath, a professor of marketing at Stanford University and a columnist at Fast Company magazine, said in a keynote speech at the Food Marketing Institute Show here yesterday.

CHICAGO – Supermarket operators can create memorable messages that resonate with customers and employees by using some of the same principles that make people remember urban legends, Chip Heath, a professor of marketing at Stanford University and a columnist at Fast Company magazine, said in a keynote speech at the Food Marketing Institute Show here yesterday. Heath said businesses should focus on a single, simple message that they want to get across to consumers and convey it in a way that m

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