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Commitment 11: Embrace the Three Design Principles

In: Brand Romance

Author

Listed:
  • Yasushi Kusume
  • Neil Gridley

Abstract

Do you remember being disappointed as a child when you received the wrong present at Christmas? During the writing of this book, we discovered that when we were children, and still believed in Santa Claus, Yasushi used to write him a postcard letting him know what presents he wanted. It was his mother’s suggestion and he still remembers walking to the post box with her every December to post the card. One year, he asked for a toy robot; and not just any robot but a specific kind. But the robot that arrived on Christmas morning wasn’t the robot he had asked for. Knowing the role his mother had played in learning what was wanted (writing a postcard was her way of finding out) and the role his father had played in buying the present, it was obvious that there had been a failure in the system that year.

Suggested Citation

  • Yasushi Kusume & Neil Gridley, 2013. "Commitment 11: Embrace the Three Design Principles," Palgrave Macmillan Books, in: Brand Romance, chapter 11, pages 149-157, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-1-137-36901-7_12
    DOI: 10.1057/9781137369017_12
    as

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