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January 6, 1992

Where the Brand Is Going

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The generosity brand is not going away anytime soon. It is too blended into our thinking about supply chain and demand chain success. Thousands of young cause champions are born every day around the world, and if anything, they will amp up the power of the brand in the decades that lie ahead.
But even though the brand concept is here to stay, it will be filtered and tested like never before. The noise of the concept alone will mandate some movement. We will continue to see reconfigurations in the machinery that promotes this brand and seeks to fulfill its promise.

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