Get real: the return of the product

Refutes as a myth the widespread marketing belief that brands in a category lack differentiation in functional performance, and therefore depend wholly on the emotional elements in branding to create distinctiveness.

Get Real: The Return of the Product

Greet SterenbergResearch International's QualitatifMalcolm BakerB/R/S Group

The broad history of consumer culture has been largely concerned with the evolution of goods from commodity status to the sophisticated constructs...