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The Brand Flip: Why customers now run companies and how to profit from it by Marty Neumeier

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PRODUCTS Image MEANING

If you could take a time machine back to the late 19th century, you would see a world full of advertising pitches that would seem quaint by today’s standards. You’d certainly find heroic attempts to differentiate OUR product from THEIR product, but the difference would be based mostly on the product’s FEATURES. This was a marketplace of tangible goods for functional needs.

However, if you eased the time machine forward a few decades, say, to 1925, you’d notice that marketers had begun to step up their game. They realized that features weren’t at the heart of what customers really wanted. What they wanted were the BENEFITS that ...

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