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In every market, whether it’s electronics, food, real estate or clothing, Aarnio can assure you something: the market will always attempt to force every single company and product into a commodity. Why? Because commodities are price driven, like coffee or sugar, and the consumer always wants the lowest price. Stefan will show you how some businesses have done an amazing job of forcing most products into commodities.  Learn in this episode why brands are complete opposites of commodities and the secrets to evolve from a company or person into a great brand and the golden question: How Does this company make you feel? From Starbucks and McDonald’s to Donald Trump, you will find our how they get visible in the market, their size and their brand equity.  “Great brands are built over time and a brand can be defined in a few different ways. Great brands are the emotional experience that a customer gets from first contact all the way through the sales cycle, until the customer becomes a client and is retained for life”.