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Index
Title
Copyright
Contents
Brands in Costumes, About Bigger Than This
The Resurgence of Commodity Brands in Times of Innovation and Disruption
The 8 Commodity Brand Traits and Their Commandments
1. Story
When the background story is bigger than the product
Case Study: Fishpeople Seafood, Fish
Commandments
2. Belief
When values are bigger than the product
Case Study: Gea, Shoes
Commandments
3. Cause
When the cause is bigger than the product
Case Study: Bombas, Socks
Commandments
4. Heritage
When a sense of location is bigger than the product
Case Study: Shinola, Watches
Commandments
5. Delight
When the small delight is bigger than the product
Case Study: Poppin, Inexpensive Office Supplies
Commandments
6. Transparency
When trust is bigger than the product
Case Study: Everlane, Apparel
Commandments
7. Solidarity
When solidarity is bigger than the product
Case Study: Planet Fitness, Fitness Centers
Commandments
8. Individuality
When customization is bigger than the product
Case Study: Fanatics, Fan T-shirts
Commandments
Think Bigger Than This
Appendix
Resources
Further Reading
Acknowledgments
About the Author
References
Index
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