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HBR's 10 Must Reads 2018
book

HBR's 10 Must Reads 2018

by Harvard Business Review, Michael E. Porter, Robert S. Kaplan, Daniel Kahneman, Roger L. Martin
October 2017
Intermediate to advanced content levelIntermediate to advanced
288 pages
5h 10m
English
Harvard Business Review Press
Content preview from HBR's 10 Must Reads 2018

Customer Loyalty Is Overrated

by A.G. Lafley and Roger L. Martin

LATE IN THE SPRING OF 2016 Facebook’s category-leading photo-sharing application, Instagram, abandoned its original icon, a retro camera familiar to the app’s 400-million-plus users, and replaced it with a flat modernist design that, as the head of design explained, “suggests a camera.” At a time when Instagram was under a growing threat from its rival Snapchat, he offered this rationale for the switch: The icon “was beginning to feel … not reflective of the community, and we thought we could make it better.”

The assessment of AdWeek, the marketing industry bible, was clear from its headline: “Instagram’s New Logo Is a Travesty. Can We Change it Back? Please?” In GQ’s article “Logo ...

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Publisher Resources

ISBN: 9781633693074