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The Brand Messiah by Jonathan Gabay

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Chapter 4

SAM KNEW THAT LIFE and business were cyclical. Each January, viewers switched on recently purchased plasma TVs to watch breakfast show presenters promote the latest celebrity comeback fitness DVD (displayed on the show’s coffee table).

Slapping on the grease paint to give it one more shot, the celebrity ball-bouncing, Zumba swinging, hyper-charged, fitness boot camp trainer urged viewers to thrust their hips with greater gusto. Formerly a dancing show contestant, prior to that, a talk show host, previous soap actor, prior singer, former astrologist, and earlier Butlin’s talent show winner, the celeb had a misunderstood youth. She just wanted to wear the right labels, as seen on TV.

The breathless star-jumper would have already invested ...

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