Marketing Study: Saying your brand is ‘the best’ isn’t the best marketing strategy Researchers at Northwestern University’s Kellogg School of Management say the ‘maximizing mindset’ leads to disappointment. By Kevin Allen@kevin_j_allenMay 21, 2014 SHARE Ragan Insider Premium Content To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.