Brands That Dream

Only Companies That Dream Stand Out

Xavier Oliver Conti, Elisenda Serra Masip
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IKEA, El Bulli, Apple, Bausch & Lomb, Coca-Cola... These are just a few of the brands that have “got it.” Every company that really stands out has this “certain something” in common. That being said, talking about something that does not have a name is tantamount to allowing that it may not exist. For this reason, the authors have named it; they call it a dream. Today, a company can only truly stand out if it has a dream – a shared dream with the capacity to touch us all. The potential of a dream has no limits, and …
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