Commitment 11: Embrace the Three Design Principles

Yasushi Kusume and Neil Gridley

Chapter 11 in Brand Romance, 2013, pp 149-157 from Palgrave Macmillan

Abstract: 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.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36901-7_12

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DOI: 10.1057/9781137369017_12

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