W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
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Jack Daniels
When Jack Daniels started out, there was this sort of need to sort of dislodge the sort of incumbent ideology. So is this about not only deciding what your brand needs to mean, but is it about disrupting the way the others? "I will adopt that brand as a way to signal who I am and see this brand differently than I see the category"
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