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The brand expert knows his brand is not so shiny these days.
" Mr. Adamson, the brand expert, said that even if the Wilsons lost the trademark case, their pretzel brand would survive.
"In the future you won't even have to think about playlists," suggests Lou Ellerton, brand expert at Mash Strategy.
"It's a very clever, simple and enabling brand," said Chris Bates, a brand expert in London who works with Murmur Research & Consultancy.
The USACA's "marketing and brand expert" certainly moves in mysterious ways, as far beyond our ken as the teapot is to the bear.
Now everybody I talk to says, 'Why don't you write a book about viral marketing?' " The video, says Emily Segal, a brand expert who writes a trend-forecasting blog, is more complex than meets the eye.
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"Sportsmen and women have realised the potential of developing their image rights," says Nigel Currie of sports brand experts Brand Rapport.
Social media fans and followers tend to be volatile, brand experts say.
The hard part, brand experts say, will be striking gold twice as many entrepreneurs struggle to repeat their initial success.
He is benefiting from a trust vacuum by using the wealth and power generated by licensing his brand, experts say.
"We had a number of identities," Mr. Bronstein said, adding, "None of us were brand experts, but even as journalists we came to the conclusion it was confusing".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com