What is a System?
2022; Springer Nature; Linguagem: Inglês
10.1007/978-3-662-65958-8_2
ISSN2197-6716
AutoresOliver Errichiello, Marius Wernke,
ResumoAnchoring a central memory and decision-making track in people’s heads is only possible if brands appear as clearly distinguishable actors. Just as an organic body, goods can also be referred to as living beings or idea-beings. They present themselves (in the best case) as a clear offer and structure the lives of people: Apple or Samsung, Ecosia or Google, but also tennis or football, Mozart or Metallica, Maledives or Amrum.
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