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  • The best brands never start out with the intent of building a great brand. They focus on building a great – and profitable – product or service and an organization that can sustain it.

    Scott Bedbury
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    Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.33, Penguin
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The best brands never start out with the intent of building a great brand. They focus on building a great – and profitable – product or service and an organization that can sustain it. - Scott Bedbury
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