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	<title>Hitch: Connecting Marketing Innovators &#187; Andrew Keller</title>
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		<title>Risk=Reward</title>
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		<pubDate>Mon, 26 Jan 2009 21:07:57 +0000</pubDate>
		<dc:creator>David Wiggs</dc:creator>
				<category><![CDATA[advertising]]></category>
		<category><![CDATA[ad agency new business]]></category>
		<category><![CDATA[Andrew Keller]]></category>
		<category><![CDATA[Brian Gies]]></category>
		<category><![CDATA[Burger King]]></category>
		<category><![CDATA[Crispin Porter & Bogusky]]></category>
		<category><![CDATA[David N Martin]]></category>
		<category><![CDATA[JWT]]></category>
		<category><![CDATA[risk taking]]></category>
		<category><![CDATA[Romancing the Brand]]></category>

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		<description><![CDATA[20 years ago, David Martin wrote a book called Romancing the Brand.  Somewhere in the middle he writes: &#8220;Most business decisions are made after studying a set of quantitative facts.  These facts lead to rational conclusions.  Advertising, on the other hand, is the odd ball that defies quantitative analysis in advance.  It is a subtle [...]]]></description>
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