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Miles, Johnny
A General Theory of Coolness
Anik, Lalin Miles, Johnny Hauser, Ryan
M-0953 | Published August 11, 2017 | 12 pages Technical Note
Collection: Darden School of Business
Coolness is a quality that is widely desired but not widely understood. While many brands seek to establish themselves as "cool," few have a clear idea of how to get there. In this technical note, we ... Read More
From Heineken with Love: James Bond Product Promotion
M-0952 | Published July 28, 2017 | 10 pages Case
Collection: Darden School of Business
The producers of the newest James Bond film, Spectre, had a difficult sponsorship decision to make before filming of the movie began in one month. Up for consideration was a highly lucrative product p... Read More