…they would never compete with Coke on product alone, Starbucks understands that in 2018, it is less about the drink itself than it is about who the drink makes you — on Instagram, and thus in real life. And regardless of what you think about us millennials — narcissistic, selfish, vain, outspoken — on…
Samsung even reworked Pepsi’s initial genius, realizing that it is as powerful to portray the person people aspire to be as it is to portray the person they aspire not to be — in Samsung’s case, the brainwashed Apple user who never makes the switch. The consumer who finall…
… nearly identical. And so Pottasch made a decision that would later become iconic — as he put it, “…to stop talking about the product, and start talking about the user.” Here is Tim Wu in his book, The Attention Merchants, on the decision: