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The Brand Messiah by Jonathan Gabay

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Chapter 3

WITH HIS EYES SCREWED up and lips tightly sealed, Sir James peered with supercilious contempt at the shoppers who scrutinised intricate pieces of jewellery beneath glass-topped cases.

I don’t want to live like you, talk like you or look like you. I’m going to be like me – Read the in-store poster featuring the former Beathunger star endorsing a prestigious watch brand.

How things change, Sam thought, remembering taking his fiancé (the daughter of his first business sponsor) to the globally televised 1980s Beathunger concert. Everyone was there, even the man who set the Sixties rock stone rolling: Bob Dylan.

Sam remembered Sir James’ (back then simply called Jim) very icy, famous petition for donations: “Please, please, give money. If ...

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