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The Brand Messiah by Jonathan Gabay

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Chapter 3

OUTSIDE, IT WAS ONE of the coldest February mornings on record. Inside, Sam and Matt carried their Starbucks’ ‘Talls’ towards a table occupied by Barnes and Roberts’ fidgety 32-year-old Head of Research and Planning, Ben Josephs.

Amongst other formal skills, he was a promising cartoonist. Back in the day, his vicious style went down a treat in the student rag. Seeing the approaching duo, Ben flipped over a doodle. Once settled into the conversation, he pointed Sam and Matt to a paper from the University of California, San Diego.

“In terms of data consumption alone, America is already getting through 3.6 zettabytes a day,” explained Ben.

“Fascinating,” Matt muttered, stirring his drink with a Starbucks lolly stick.

“Think of it like ...

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