How Apple made its benefits more memorable by making them concrete
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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Balancing Familiarity and Novelty
This chapter explores the concept of 'optimal newness,' emphasizing the importance of balancing familiarity and novelty in product development and marketing. It draws on historical examples and research findings to illustrate how effective product design can resonate with consumer behavior by incorporating elements of both reassurance and surprise.
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