Tooth Fairy EconomicsBy Anna Jane Grossman
When his youngest son asked why he got $2 when some other kids at his Los Angeles school got $20, branding specialist Rob Frankel decided to make it a business lesson.
"I told him it was actually a franchise, and that we were in a $2 territory. My wife did all she could to keep a straight face," says Frankel, 50. "I was like, 'Do you know what a franchise is? Well, McDonald's doesn't actually own each McDonald's ...'"
