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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 6Pimp My Brand!

I realized that the growth of television, along with all the existing media, would result in consumers being bombarded with more messages than they could absorb. So the advertiser would have to deliver his message in a different way—memorably and artfully—if he was going to be “chosen” by the consumer.

—Bill Bernbach, Legendary “Mad Man”

This place might as well be SuperCuts. First of all I was quite unimpressed with the space; it was grungy, with unswept hair on the floor, debris hanging out of closets and on surfaces, and the staff just lolling about in the back. I also had a terrible haircut here. I suppose I shouldn’t have expected much for $35, but … the ends came out uneven and riddled with split-ends I didn’t have ...

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