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Brand Starter Kit
Today, aesthetic innovation gives competitive edge. Innovativeness is not in having superior product properties or novel tech, but in the emphasis on aesthetics and experience (consider how GOOP-endorsed products have been accused of deceptive health claims yet continue to be popular). Successful brands ingrain themselves in the cultural context, n
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
