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David,
Thanks for an excellent post. Valid points that are not always fully appreciated!

(Where you have illustrated the points about how brands work with a firemen, I confirmed elsewhere that "puppies are soft")
http://themarketingexcellenceblog.wordpress.com/2012/06/16/puppies-are-soft-how-brands-work/
I particularly like your point about "distinctiveness". Differentiation has merit but as you, Byron Sharp, and others highlight that's not necessarily the whole story!

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