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Adding empathy - to detergent???

Now I’ve seen it all. Business Week (May 1, 2006) has a long discussion of how Tide and other consumer brands are being made into ‘so much more than just detergent’ by companies seeking to appeal to the deeper emotional needs of potential customers. One that grabbed me — “One of our rallying cries was to get out of the laundry basket and into her life” quotes the P&G fabric care marketing director.

Imagine how interesting life could be if more companies took a more compelling view of their products.

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