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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 11 Designing a product into a brand star

In a world where all cars are designed in the same wind tunnel, it’s the little things that make a world of design difference between two brands. As we learn in Walter Isaacson’s biography of the late Steve Jobs, he was obsessed with design, with the curve of the iPod, with everything to do with how things looked and felt. This came from his passion for calligraphy and the sense of detail, shape and space that goes with that. Design has stepped up the marketing league table, not least because of Apple.

Designing a world of change

Designers were like engineers at one time, back-room boys who were craftsmen not to be trusted near executives. ...

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