If this company were to split up, I would give you the property, plant and equipment and I would take the brands and the trademarks and I would fare far better than you, said John Stuart. Branding is about creating differences, but a brand that’s different, looks great and sounds perfect is nothing without the quality of products, services and interaction with its consumers. That’s why we’re interested first in what the company does and then in what it has to say.

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