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"If you've ever wondered what motivates people to buy a book, consider this: consumers don't buy a book, they buy a brand or, as a friend of mine says, co..."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.huffingtonpost.com/penny-c-sansevieri/branding-the-secret-to-se_b_809707.html>