‘If You Know You Know’ Brands Are Forcing Us to Redefine Marketing Success

Today, people are more skeptical of traditional marketing hype and are seeking pragmatic value from less obvious sources. A new phenomenon of brand is commanding these audiences’ attention: the If You Know You Know, a less “seductive” but more discerning breed of labels slowly emerging to shake things up. Epitomized by brands like Costco’s Kirkland,…
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