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Why brands matter more than ever

In an age of disruption, products with a good brand story will stand out.

Brands such as Uber show that firms that rise above the others are the ones that have the strongest brands, which gives them the ability to convincingly explain their products to their consumers with a good brand story.

YOU might already have seen Dollar Shave Club's funny video ads, which are making the rounds on social media. In one video, which has racked up more than 25 million views on YouTube (and counting), founder and CEO Michael Dubin says: "Do you like spending US$20 a month on brand-name razors? US$...

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