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How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start
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What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does G
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Put brand theory into action and learn from the strategies and expertise of luxury organizations, to understand why certain brands become stellar prestige brand
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The New York Times bestselling authors of Switch and Made to Stick explore why certain brief experiences can jolt us and elevate us and change us—and how we c