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You just articulated something for me I have been thinking about - affinity. Owning a brand is an illusion of control by professionals who by and large tend to not get too much love inside their organizations. I'm reading a book on marketing right now that states there are two kinds of CEOs: (1) those who know they don't understand marketing and; (2) those who don't. Thank you, Gavin.

I have been increasingly thinking about affinities. And at least anecdotally I am seeing a shift in behaviour where online connection is now driving offline interaction (rather than the other way around). Much of this seems to be about strengthening the affinities that we have between us. Raises interesting questions for brands and the marketers who claim to own them ;)

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