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Book Extract | A Master Class In Brand Planning: The Timeless Works of Stephen King

Stick to the plan, no matter what

Posted: Tuesday, Jan 01, 2008 at 0000 hrs IST
Updated: Tuesday, Jan 01, 2008 at 0144 hrs IST

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Forex reserves fall to $285.34 billion Export decline arrested; outlook positive Dubai debt delays revive fear of crisis

: more and more people it is beginning to seem ludicrous to refer to Kit Kat and Black Magic as intangible or to suggest that around pound 1.5 billion of Rowntree’s value is “goodwill”—as if the company’s success came from a vague benevolence on the part of the public, rather than from a lot of investment in the invention of brands and a lot of imaginative work by many people over many years.

—Reprinted with permission from John Wiley & Sons...

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