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Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the…

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First published to media acclaim in October 2003, "Trading Up" revealed how todayas middle-class consumers are seeking higher levels of quality, taste, and aspiration than had ever been possible beforeain their choices of cars and clothing, vodka and beer, golf…