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

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5. Surprise #5: The Low-Cost Revolution

The next surprise perhaps adds complexity to everything that we have been describing up until this point in our attempt to situate ourselves in the new framework of relationships that has been established between brands and their consumers, but it is a necessary reflection for understanding the truth of how things work in our world.

If up until now we have focused on the role that brands truly occupy in our lives and on the need to raise their awareness in this sense, it is now necessary to look at the transformation that has brought about the most profound change in the attitude of consumers toward brands: the low-cost revolution.

Its arrival in many different sectors has occurred very rapidly, and it ...

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