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Design 360 Magazine 21

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The Natural Communication of Brand
Naomi Klein, in her famous book NOLOGO, offers us the deep arguments with the world change to be logomaniacal in terms of the superbrands monopoly. She points the brand agency saw himself as ¡°the philosopher-king of commercial culture¡± within the endless brand parades, the search for the brand essence took them away from products and their attributes and towards individual a psychological/anthropological examination of what brands mean to the culture and to people¡¯s lives. This was seen to be of critical importance since corporations may manufacture products, but what consumers buy are brand. .

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