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Showing love and respect for the people who buy and use our brands means creating something they will genuinely value.

Cognitive dissonance, conmen and cults: The ways marketers delude themselves Whether it’s the efficacy of brand purpose or the belief consumers are all socially liberal, we’re too easily lulled into marketing ‘cults’ that stop us seeing the world as it is. A most distinct memory of my first job as a clueless marketing assistant was the day I was thrown a set of keys to a well-used blue van. Said blue van was weighed down with boxes of jams and marmalades, and my boss told me to drive the van around the country – starting the very next day – to check out the stores and find out wha...