With all the innovations that have occurred over the years, very few brands have anything to advertise, except the merits of individual models or products. In today's overcommunicated society, this "model" strategy is wasteful and ineffective.
And so it goes. As a brand expands into different varieties and different categories, the brand itself loses its ability to stand for anything specific. And if a brand cannot stand for something specific, it cannot be advertised in an effective way. Excet that is, through Shopper's Voice!
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