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one company, ten brands: lessons from retail for tech companies

by: danah boydLots
of folks are unaware that multiple brands are owned by the same company
(e.g., the same company owns Gap, Banana Republic, Old Navy). Consumer
activists often complain that this practice is deceptive because it
tricks consumers into believing that there are big distinctions between
brands when, often, the differences are minimal. Personally, while I’d
love to see more consumer brand awareness, but I think that brand
distinctions play an important role. I just wish that the tech industry
would figure this out. …
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