“His soul is the brand.”
“The question is, how do we create and sustain north central Indiana as a brand?”
“The brand is your soul, the product your body.”
“We've been with those brands for years. They do very well and have name-brand recognition.”
“If you want a premium, enhance the experience.”
“It's his heart and soul, it's kicking ass all over the world and becoming a huge brand. He would be really reluctant to leave it now.”
“Branding is the opposite of chaos!”
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