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Emmanuel Probst Ph.D. likes to point out that every year, brands spend over $560 billion —and counting — to convince consumers to buy their products.
Yet, he says consumers have become insensitive to most advertising.
“We easily forget brands and may switch to another product on a whim,” Probst says. “There are ways for brands to break this cycle.”
Dr. Probst is the author of Brand Hack: How to Build Brands by Fulfilling the Consumer Quest for....
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