Abstract
The big challenge which marketing has to face today is that of making human brands which by their very nature are not so human. Man’s tendency to anthropomorphize inanimate objects has acquired deep roots down through the centuries and involves very different areas of social life, from religion to politics, and even the family.1
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© 2009 Michele Fioroni and Garry Titterton
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Fioroni, M., Titterton, G. (2009). The Human Nature of Brands. In: Brand Storming. Palgrave Macmillan, London. https://doi.org/10.1007/978-0-230-23351-5_4
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DOI: https://doi.org/10.1007/978-0-230-23351-5_4
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30800-2
Online ISBN: 978-0-230-23351-5
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