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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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1. Surprise #1: Differentiation or “Death”

Once upon a time there was a planet called Earth. There, seven billion people lived together under the same sky. Their lives intertwined in many different ways, almost as many ways as there were communities in this great and diverse world. Once upon a time, in short, a massive quantity of human beings were all trying to find their place in a space that, as big as it was, was not infinite.

In an attempt to find our place in the world, we have – throughout history – organized ourselves into various types of societies, which, today, have taken on characteristics that run the entire length of the spectrum.

Tribalism still exists in less developed areas of the planet, a primitive form of social organization ...

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