F39 Job:09-26878 Title:RP-Brand Bible
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twentieth century, techno-
logical innovations in printing and manufactur-
ing proliferated, and businesses brought a great
number of new products onto the market. As many
Americans left agrarian life to seek their liveli-
hoods in the city, they increasingly purchased
these branded, packaged goods. This created a
huge power shift: Consumers no longer needed
to rely on storekeepers’ opinions for what to buy,
and manufacturers now spoke directly to their
customers by designing packages and labels that
promoted their bra
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