A Recent study states animals on wine labels are becoming an increasingly popular and lucrative way to sell wines.
Traditional branding strategy would say that a label should tell the consumer what the product is all about. New research suggests that just the opposite might be true–the consumer should see himself in the label.
[This article has been reproduced with permission from Capital Ideas, the research journal of University of Chicago's Booth School of Business http://www.chicagobooth.edu/capideas/ ]