“Finding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature.”
Quote by David F. D'Alessandro
Author
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Source: The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
“The best way to make news is to announce a new category, not a new product.”
Source: The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand