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Toward meaningful brand experiences

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AUTHOR(S):

David W. Norton, PhD, Vice President, Experience Strategy and Research, Yamamoto Moss

 

Many designers have in this journal over the past two or three years noted a steady increase in the number of "aspirational" brands-"soul brands," some have even called them-brands that no longer focus only on product performance but instead reach for som

 

PUBLISHED: 2003

 

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