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Smart Retail, 4th Edition by Richard Hammond

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Chapter 13

Cutting through the marketing

People in marketing often talk about the “personality” of a given product. A biscuit might be “reassuring and sensual”; a brand of shoe may exhibit “anarchic yet inquisitive” tendencies. Marketers have built their world view on such thinking, despite it being precisely the sort of babble a madman might come up with following years alone in an isolated cottage, during which time he falls in love with a fork and decides the light bulbs are conspiring against him.

Charlie Brooker, The Guardian

In this chapter we explore

  • a possible shift from aspiration to an expectation culture
  • leveraging your voice
  • extremely simple database marketing.

Retailers, customers, horsecrap

We hate hipsters, don’t we? ...

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