CHICAGO — Supermarket operators can create memorable messages that resonate with customers and employees by adhering to some of the same principles that make urban legends stick in people's minds, according to a keynote speaker at the Food Marketing Institute conference here last week. “Urban legends don't have ad budgets, but people remember them,” said Chip Heath, a professor of marketing at Stanford University and a columnist at Fast Company magazine. “If we can steal the playbook of ...

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