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What's So Great About Ikea, Anyway? Why No One in the World Likes Brands

What if 70 percent of brands in the world just disappeared overnight? Most people wouldn’t care.


What if 70 percent of brands in the world disappeared overnight? Most people wouldn’t care, according to a new study of 50,000 people in 14 global markets performed by Havas Media, an international communications firm.

Of all the brands surveyed, only 20 percent made a notably positive impact on people’s lives. That means for all the millions spent on marketing and ads around the world, most people could care less which company sells them their lunch, television, or car. “The overall consumption model and the overall marketing model is not working anymore,” says Sara del Dios, the Havas executive behind the survey.

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