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14. Brand communication
The brand is not the product, it's not the company, it's a link. Communicating on the brand means making consumers want to use the product.
14.1 New brand objectives
We need to stop making consumers feel guilty about social issues, and remove the restrictive aspect to present the pleasure side.
SCROLL TO TOP14.1.1 Capitalizing on pleasure
To please, you have to give pleasure. There's only one step from pleasure to desire. Is it obvious? Not as obvious as all that, because companies...
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