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Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game by Peter Fisk

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7 INSPIRE . . . BUILDING BRANDS THAT MAKE LIFE BETTER CHANGE YOUR BRAND

7.1 PURPOSEFUL . . . BRANDS MAKE LIFE BETTER

Brands are about people not products. Whilst they started out as marks of ownership, functionally describing companies and products, they have evolved to reflect the hopes and dreams of real people, emotional and inspiring.

Brands are therefore more purposeful. The best brands make life better, either through inspiration and confidence or by practically enabling people to achieve more. They capture the imagination of people, through contagious ideas that people seek to believe and define themselves by. They elevate products and services to a higher level, bringing together more valuable and intuitive solutions, and they connect like-minded people to do more together. ...

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