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Does the isolation effect remain relevant today?

Cover of The Choice Factory by Richard Shotton Brands must seek inspiration from beyond their category. If they do so they will see one of the common factors of the few brands who have created a genuine step-change in their category is that they were highly distinctive. As the founder of BBH, John Hegarty put it in his ad for black Levi’s “when the world zigs, zag.”
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