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A Brand Can Own Any Idea, but Can it Live Up to the Ideal?

A Brand Can Own Any Idea, but Can it Live Up to the Ideal?

My friend and sometimes co-conspirator Will Burns had a great post in Forbes this week arguing that brands too often kill a great advertising idea because it isn’t “ownable.” Brands often reject great positions, taglines and ad campaigns with the reasoning that their competition could make the same claim.

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