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@hurricane_run
Interesting.. A new member joins the fray..
To continue.. The current owners fund all sorts of weird shit to quote Dubya.
Mottram deserves some examination. A former employee of Interbrand (and PWC whose brand needs no further investigation) whose mission statement is required reading..
The best brands sustain relevance and increase brand value by dropping category norms and addressing human motivations. Culture evolves, customer expectation shifts, someone is already rethinking your category.