Marketing-Legend Sidney J. Levy is the founding father of contemporary brand theory and, after 50 years of research, still a prolific scholar. His path-breaking article „Symbols for Sale“ (Harvard Business Review, 1959) firstly introduced managers to the idea, that the symbolic value may sometimes be more important than the function of a product, a thought that is now well established among marketers. We highly enjoyed the "Brand Venture 1" Lecture and workshop with this extraordinary scholar ...