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"We didn't want a lot of cheap ads that would dilute the brand," Professor Gates said.
"Getting attention at the time of purchase is a huge advantage in getting the consumer to pick a particular brand," Professor Darke says.
Harvard brand professor John Quelch says brands have to go through a complex series of calculations when deciding how to react to trouble with celebrity endorsers.
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"Since a general specialist is not tied to a particular product or brand, but takes in work from many purveyors of products and brands," Professor Langlois wrote, "it can diversify its portfolio more effectively.
Donaldson's indignation at being branded "Professor Pervert" in the press after he tried to expose Sars in Hong Kong (nothing more than a string of "unconnected respiratory infections" in Utopia's universe) was somewhat undercut by his admission: "I do like cocaine and prostitutes".
Name-brand professors are the selling point for One Day U.
To win out, it may need name-brand professors, and an image that's more independent than RocketSpace.
"This is still brand new," Professor Duneier said.
I'm a brand new professor to Yale and I'm teaching a course about the Revolution and it's in a building that dates to the Revolution, so I'm having sort of a "wow" Yale moment as it is, and I'm off, I'm giving my lectures, and I'm really excited.
I was actually a brand new professor and I had just come to Yale and it was my first course and it was my first lecture in my first course and I'm [sound cuts out] It actually was in Connecticut Hall, which, for those of you who don't know, dates back to the period when this course is talking about and was Nathan Hale's — essentially his dorm.
Alison Sinclair, a spokeswoman for Coronation Street, branded the professor's view as "nonsense".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com