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"Why Do We Care About Luxury Brands?"

Mittwoch, Aug. 4, 2010, 17:16



"Unfortunately, we’re all vulnerable to the same tendency. There’s now suggestive evidence that our faith in the authentic — especially when the authenticity is supported by effective marketing campaigns — is a deep-seated human instinct, which emerges at an extremely early age...

...Although we outgrow stuffed animals, we never get beyond the irrational logic of authenticity and essentialism. There are certain things whose value depends largely on their legitimacy. While I might listen to bootleg music on my iPhone, I want the phone to be genuine. I want that Apple logo to be real. Why? Because the brand has effectively woven itself into my emotional brain."

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