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	[ "Defined ethos makes extensions possible", 2 ], 
	[ "How to develop a brand based on values", 4 ], 
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	[ "Why would customers struggle with change", 6 ],
	[ "Giving the brand extra credibility", 7 ],
	[ "Original branding can be empowering", 8 ],
	[ "Brand provides basis for consolidation", 9 ],
	[ "Opening doors with corporate brand", 10 ],
	[ "Strongest companies have underlying philosophy", 11 ],
	[ "Brand the vehicle to communicate concept", 12 ],
	[ "Brand and corporate status are two sides of the coin", 14 ], 
	[ "Forbidden way to build a brand", 16 ],
	[ "Inital benefits of brand leverage", 16 ],
	[ "Brand provides envelope for a set of values", 18 ],
	[ "Strong brand should server as a buffer", 18 ],
	[ "Remarkable, making communications a business asset", 19 ],
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	[ "Allowing for more than one direction", 21 ],
	[ "Investment goes into culture development", 22 ],
	
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