Xenophon Strategies

Jennifer June Lay

This famous Romeo and Juliet quote refers to the importance of what things are, not what things are called.  But in the world of consumer products, brand identity plays a huge role in purchasing decisions.  So what would happen if a rose lost its identity, its brand and looked like every other flower in the garden?  Would it still have its status as the symbol of love? Would Valentine’s Day still be one of biggest sales days of the year?  Would consumers...