Screenshot of Tory Burch accessories

Today we’re going to talk about one of my personal pet peeves as a brand marketer: the assertion that functionality is what truly wins customers. Or, more simply, that consumers don’t judge a book by its cover.

One would have thought that after Apple came in and crushed the personal computer market that the proponents of the ‘function over form’ argument would have been silenced for good. However, this line of thought seems to have no expiration date. Every time I see a commercial from a company-that-shall-not-be-named comparing its products side by side with Apple products, I can’t help but roll my eyes a little.

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