But does it work?

Best beer for the 10th year in a row… Do awards work?

Do awards - not just in advertising but also liquor, automotive, Top Brands, etc. - work?

Do they convince people of product quality or do most think they're a fraud?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising expert Andy Rice.

Scroll down to listen to the audio.

Almost every drink has won something somewhere and proudly display the sticker to show that.

Andy Rice (branding and advertising expert )

Awards provide the evidence a buyer needs for her or his post-purchase rationalisation.

Andy Rice (branding and advertising expert )

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