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Part II The Dream
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Part II The Dream
by Elisenda Serra Masip, Xavier Oliver Conti
Brands That Dream: Only Companies That Dream Stand Out
Foreword
About the Authors
About Xavier Oliver…
About Elisenda Serra…
Part I The Surprises
1. Surprise #1: Differentiation or “Death”
2. Surprise #2: The Four Paths to Differentiation
3. Surprise #3: It Is Harder to Replace Something We Love
4. Surprise #4: We Have Three Brains, Not One
5. Surprise #5: The Low-Cost Revolution
6. Surprise #6: Accumulating Does Not Give Us More, It Holds Us Back
Part II The Dream
7. If You Do Not Dream, You Will Not Stand Out
8. Values
9. Do Something Better Than Anyone Else: The Spearhead
10. The Story
11. The Stone in the Lake
Epilogue
Appendix: Books We Love
Good Stories
Detective Novels
To Make Us Think
To Nourish Our Souls
To Introduce Us to Companies and Brands
Bibliography
Acknowledgements
The authors
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6. Surprise #6: Accumulating Does Not Give Us More, It Holds Us Back
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Brands that dream
Part II
The Dream
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