Weatherhead's Michael Goldberg warns against inauthentic brand collaborations
Business Insider: Michael Goldberg, professor at Weatherhead School of Management and associate vice president of the Veale Institute for Entrepreneurship, cautioned that successful brand crossovers must feel authentic. “Hopefully you’re coming from a position of strength, not a position of desperation," he said, warning that poorly timed or excessive collaborations risk appearing inauthentic—especially to Gen Z, who quickly call out such missteps.
