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As the former vice-president of marketing for Starbucks once admitted “consumers don’t truly believe there’s a huge different between products”, which means that brands have to establish an emotional tie with their customers. Our emotions, as customers, aren’t to be messed with. Once a brand has created that necessary bond, it has to handle it...
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Why Branding Matters People don’t buy products, they buy the benefits of the products; you buy a camera to capture memories and not just take pictures. People use brands as a one way of realising a benefit – just think of any of the coolest brands. They all work on the subconscious or conscious belief...
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