Successful brands never recklessly gamble their brand equity. Just because Chicken Little says “the sky is falling” doesn’t mean it is. You need a little free-range testing.
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Remember Elmer’s Glue—how it smells, how it oozed out of the bottle, and how if you rubbed it all over your hand it would pick up your hand prints and you could make skin? That’s the power of a brand.
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