Confused about your brand? You might not be but your consumers certainly are...

Consumer confusion is a strange phenomenon within the business world, and Vincent-Wayne Mitchell, Professor of Consumer Marketing at Cass Business School, is the "absolute authority" on the subject. This is a video Q and A with Vincent Mitchell conducted by Caroline Wiertz. Both are Cass Experts. Included is the transcript and a summary of the key points.

Updated: 21/10/2011
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