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Why you go to McDonald’s

“Brands are used as risk reduction in an over-crowded world of choice. That’s why you go to McDonald’s – you have in advance a certainty of the taste, the experience and the exact level of disappointment you will feel.”
Funky Business author Kjell Nordstrom

Kjell Nordstrom tells us to be constantly inventive and to surprise customers and make them smile. You can do it in the smallest things. That’s the back of his head on his business card, top left, for example, with a Post-It over the private details:

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