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While the Bad Boy brand existed, it emanated from Marco's personality, who's still a licensee he's been one for 20 years now.
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But brand purpose should not be confused with corporate social responsibility (CSR) or cause marketing: it is the reason a brand exists beyond making money, says Matthew Gardner, director of brand influence, at New York-based ad agency Droga5.
The idea didn't last terribly long — people managed to find ways to dodge the advertising — but the brand exists to this day as a purveyor of $9.99/month dial-up.
Monroe was her own brand before branding existed.
Five hosiery brands existed then; today consumers can pick from 90.
He branded himself before branding existed, making "jet set" a lifestyle that included flying jets himself; designing uniforms for Braniff and Qantas airlines; creating the logo for the Apollo 15 space mission in 1971; and hopping on the very first jet to Tahiti.
Introduced in the 1970s, these brands exist for the same reason legal products are branded: to identify them uniquely to users.
Brands exist in an ecosystem of technology which is predominately data driven.
Plus-size brands exist, there's just no one modelling them.
Some present-day brands exist in this dystopian future; Starbucks and Fuddruckers are there, although they have changed in ways that really can't be described here.
The Inditex brands exist in a dizzying fashion time frame, where the latest trend seems to be wilting on a woman a few hours after she buys into it.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com