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“Marketing in the last half of the 20th century was about simply telling a story. That approach is bankrupt. The consumer and customer know the game and reject it. In the 21st century, effective marketing is about organically living the story. We’re not just talking ‘big picture’ — although that is absolutely necessary — but deep structure. This extends from the consumer, through how we develop, position and extend brands, right back into the fabric of the corporate culture.”
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