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

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4. Surprise #4: We Have Three Brains, Not One

How We Communicate

A relationship, whatever type it may be, puts into contact two or more realities that interact with each other. In order for this interaction to work, there has to be a transfer of information between them, i.e., each must be continuously learning.

In the case of the relationship between a brand and its consumers, it is clearly rather easy for the first to express itself: the brand is a visible entity that exposes its ideology to us, shows us its image and speaks to us of itself in each of its actions. However, how is information transferred the other way, from the consumers back to the brand?

Until a few years ago, the knowledge that could be obtained in this regard was fairly ...

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