language hinders you from creating for your meaning market
There are product categories and then there are meaning markets. Well, to me there is. I keep coming back to the importance of brands thinking about themselves as having meaning in a greater context....
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For quite a while, I’ve been using Ford as an example of a brand that’s redefined itself (or rather refocused) from car manufacturer to what they refer to as a mobility brand. I think it makes all the...
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