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…starting to think that perhaps the very best brands are not those that we love and talk about, but those we choose without even thinking about it.
They sneak into our lives and language subtly but assertively. Gillette and razors. iPod mp3 players. 3M Post-its and multi-coloured stationery of perfectly balanced stickiness.
If buyers are making a conscious decision and weighing it up, you have a tough fight for their affections.
When the product category becomes epynonymous with your product, you’ve won.
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