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Sometimes you have to fake your brand a little.
Brands are not built in a day. It can take months of thorough research and testing to develop just a compelling brand promise. And that’s only a start of the whole process.
On the other hand, you don’t launch a business in a vacuum. There are already other companies trying to attract a similar audience.
Flashback to 1999 – journalists from old media are afraid to link to other publications or sources despite the new opportunities the Web offers – bloggers embrace the Internet and hyperlinks in contrast and get significant attention by doing so.
15 years later history is repeating because publishers afraid of