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The Hare and the Tortoise

With business in the 21st century changing at pace, it is imperative we complement the classic rules of brand-building with a set of new rules that learns from how brands are built today. I therefore propose a two-stage model of brand-building: fast branding, the Hare model, that helps create new brands, and slow branding, the Tortoise model, that helps them profit in maturity.

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