Advertising is about selling aspirations, and the product or serviced on offer is the fulfillment of the aspiration. Anything we buy is about our aspirations, more or less. Why Evian over tap water? Or Gerolsteiner? Kirkland brand is about getting the same thing at a better price, an aspiration.
The more the item is decorative, the more it is about aspiration, and the more you must test the item before rolling it out. The fashion garment business is all about testing out. That is the point of fashion shows.
Why do we talk up our designs... ? Because it is impossible for anyone to steal our ideas... even if our factories were to sell our designs, they would be selling our seconds to customers who are not ours. the whole thing about intellectual property rights is not about "protecting ideas" but crushing freedom. Free markets do not need intellectual property rights.
The more the item is decorative, the more it is about aspiration, and the more you must test the item before rolling it out. The fashion garment business is all about testing out. That is the point of fashion shows.
Why do we talk up our designs... ? Because it is impossible for anyone to steal our ideas... even if our factories were to sell our designs, they would be selling our seconds to customers who are not ours. the whole thing about intellectual property rights is not about "protecting ideas" but crushing freedom. Free markets do not need intellectual property rights.
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