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Branding & Communications

Re-Labeling Isn’t Re-Branding (And Corn Sugar Is Still High Fructose Corn Syrup)

There’s a real reason we re-brand things: we need to break the 'satisficing' traps our listeners fall into, for better or worse. Better because we can inject fresh freshness into their meaning. Worse because it gives marketers another tool to spin a bad message in a new way.

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