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4018 - Inevitable

I believe C20th brands allow consumers to make quick, fundamentally emotional choices between similarish products during regular purchase decisions they would rather not invest cognitive energy in. I also believe it is self-evident that the strongest native C21st brands are built on a mix of corporate culture and consumer experience of a product representing a genuine step up from what has gone before, rendering those regular choice moments obsolete. Therefore instead of building memory structures people hardly know they have, to influence choices they don’t care about, brands need to become worth choosing in a world of relentless technological innovation and changing shopping and media behavior.

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